Brazil is already known as the land of beer and soccer, but now A-B InBev brew brand, Brahma, in conjunction with the Rio de Janeiro-based branch of agency, Africa, is bringing the country’s passions closer together than ever before with Brahma Selecao Especial, a new limited-edition beer brewed for the 2014 FIFA World Cup in Brazil.
Brahma Selecao Especial’s big selling point is that it is brewed with “barley planted, grown and harvested on Granja Comary, home to the Brazilian national soccer team,” which should score major points with Brazilian soccer fans. Literally bringing together beer and soccer by planting on the Brazilian soccer teams’ decades-long training grounds, the “same soil where [the] five-time world champion team was conceived” brings the World Cup-sponsoring brand even greater appeal to Brazil’s soccer-loving faithful.
Sergio Gordilho, Africa’s co-president and CCO, says, “Creating and developing such an innovative idea in partnership with such a legendary brand shows a new frontier for advertising, where the agencies stop thinking about the media and start focusing on the idea. We developed this project with Africa Lab, an innovation arm of the agency, and we are looking forward to see the results on shelves around the entire country.”
Africa collaborated with Brahma at every step of the process — they even “accompanied the planting of the barley, its growth and harvest, the development of the product, and helped with the promotion and launching strategies,” claims Africa co-president and CEO Marcio Santoro.
The new beer, complete with “packaging [which] leaves aside the brand’s traditional red color for black, subtle green and yellow lines paying homage to the arrival of the World Cup to Brazil” will be available beginning next month, but you can pre-order it now on Brahma’s website. Stick around for credits after the jump.
Title: Brahma Selecao Especial
Advertiser: AB InBev
Product: Brahma Beer
Chief Creative Officer: Sergio Gordilho
Creative Director: Sergio Gordilho / Rafael Pitanguy / Humberto Fernandez / Carlos Fonseca / Eduardo Martins
Creatives: Bruno Costa / Bruno Couto / Rafael Ziggy / Sergio Gordilho / Evandro Soares
Creative Director: Sergio Gordilho / Rafael Pitanguy / Humberto Fernandez
Creatives: Sergio Gordilho / Estefanio Holtz / Rafael Pitanguy
Head of Digital: Eco Moliterno
Creatives: Caio Fernando / Caio Gandolfi / Raul Palhares
Creative Directors: Sergio Gordilho / Humberto Fernandez
Creative: Lucas Reis
Agency Producer: Rodrigo Ferrari/ Stella Gafo / Iara Demartini
Client Service: Marcio Santoro/ Ana Carolina Boccia/ Ricardo Kalef / Bruna Alonso
Media: Luis Fernando Vieira / Rodrigo Famelli / Antonio Arbex
Planning: Ana Paula Cortat / Daniel Prestes / Ronaldo Pegoraro
Production Company: Big Bonsai
Direction: Marcello Bozzini
Executive Production: Gilberto Topczweski / Clara Ramos
D.O.P: Jose Mario Fontoura
Editing: Tiago Gil
Post Production: Jonathan Post
Sound Production: Antfood
Client Approval: Jorge Mastroizzi / Bruno Cosentino / Pedro Adamy / Daniel Wakswaser / Thomaz Kadomot