Luigi Malucelli + blog & Portfolio

Back in 2014 I used to work as a copywriter for a local ad agency when I lived in Curitiba, Brazil. I was 20 at the time, Facebook was THE thing happening in Brazil for every business, big, small it didn’t matter, you had to be on Facebook to be seen.

O Torto Bar was founded by Magrão, a huge fan of one the biggest soccer players in the 60s: Mané Garrincha, known for his iconic crooked legs that earned him the nickname The Angel of the Crooked Legs.

But the old meet the new and the traditional Brazilian Boteco (a traditional bar style) started to attract young and hipster people that liked that traditional way of socialize. The nostalgia and rebellion of those old days are relatable today in the Brazilian society? Was the 60s so cool with Bossa Nova vibes?

Magrão is the owner and the heart of the Boteco. His personality is engaging and his experience with many decades of ownership are the secret for the most delicious traditional Brazilian Boteco food and the freezing cold beer perfect to the Brazilian summer temperatures. He is known in the city for the “Virada Cultural” a yearly music festival that celebrates Brazilian Music and Art with a mix of the classic Brazilian genres with the new Urban styles.

Pool, Cachaça, Cold Beer, Soccer and Samba. The perfect combination for happy hour, right? We kept the fans informed if the bar was open for happy hour so the office workers nearby in the Historic Center and São Francisco neighborhoods could gather for 6pm any day of the week for a quick bite and a refreshing beer.

Art, music, inside jokes, soccer and happiness. That was the secret ingredient to make everyone fall in love with O Torto. Maybe someday I’ll travel back to those old days, the nostalgia to me would be 2014, but for some it could be as far as 1960.