BRAND OWNER :Ambev
DATE :Sep 2008 - Apr 2008
Brahma has always been a part of the every-day life of Brazilians. In order to emphasize that fact, it came up with the “Brahmeiro” (Brahma fan) concept, as homage to all hard-working and brave Brazilians. The campaign’s highlight was a jingle sung by Zeca Pagodinho, one of the greatest samba singer/composers in Brazil.
Brahma also wanted to celebrate its 120th anniversary, starting off with a film announcing the celebration and urging all Brahmeiros to join in. The commercial was filmed at two Brazilian soccer stadiums, the Olimpico and the Beira Rio. Other campaign actions included the creation of a 3-D human bottle on the brand’s official site, www.brahma.com, made up of more than 120,000 images submitted by brand fans.
Fans could upload their own image and it would be used to form the image of a huge beer bottle. Brahma also introduced a collection of mini cans carrying historic labels, for example the first every label used in 1888. This was supported by a second TV spot, looking at the label through the ages until the present day.
The mini cams became a hit on online bidding site Mercado Livre. Furthermore the catchy jingle created by Brahma and its agency became a hit.
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