Co-creation and developing the creative economy: The 'Galo da Madrugada' case

This case study explores the potential of connecting the creative economy with tourism through the analysis of the collaborative creative process, to rethink a carnival icon called 'Galo de Madrugada' (Morning Rooster) in Recife, Brazil. The icon already existed but the process by which it used to be created was not collaborative and caused few and temporary impacts. Via the description of the new creative process of the 'Galo de Madrugada', which brings together people from various cities in Pernambuco state, the case study illustrates how awareness for sustainable consumption is increased, which simultaneously acts as a tool to build capacity in local communities, create meaningful connections and boost social cohesion via co-working opportunities.