Erin Ogunkeye is pleased to welcome Christopher Sabatini, Director of Chatham House's Latin America Programme. Sabatini examines how Lula's campaign reinvention, youth mobilisation, and the changing dynamics of Bolsonarismo are reshaping Brazil's political landscape. By embracing social media, mobilising younger voters, and shifting attention from his historical achievements to the economic anxieties of ordinary Brazilians, Lula managed to transform the electoral contest.