What do you think when someone mentions Brazil?
When the people at Bahma asked us to spread the word about their premium beer to 22 markets around the world, they were very particular about two things. They didn’t want any clichés such as football, Rio or Carnival that were used by other beer brands nor did they want us to follow the normal conventions of the beer market.
It’s all about ‘ginga’ beer
Our approach focused on conveying the enterprising creativity and spontaneity of Brazil. It’s this spirit of ginga – effortless flair – that we set out to capture and put at the heart of our creative proposition. This spirit would not just be evident in the look, feel and contents of our work but would actually inspire everything we did for the Brahma brand online. As the work progressed, it would offer consumers a chance to become involved in some of the most vibrant aspects of Brazilian art and music.
Music to Brahma’s ears
Music was one of the key elements of the integrated media campaign that we developed. For the online advertising, we chose interactivity to involve consumers in the Brazilian experience of being spontaneously creative. Using Brazilian music created by Jorge Batista from Basement Jaxx, we found a range of ways to connect the product with the idea of making tunes.
Putting art at the heart of it all
The main Brahma website also featured art and images that captured moments or moods that offered a fresh take on what Brazil meant. What linked the chosen art and music was the Brazilian sense of spontaneity and improvisational spirit. To keep the site fresh, leading DJ, Gilles Peterson was sent on a tour of Brazil to record music and images that capture this spirit and show a picture of the real Brazil. His series of six podcasts are available for consumers to download and enjoy.
Cheers
Our rich media campaign and site proved highly effective at raising awareness of the Brahma brand around the world. In addition, the series of six podcasts produced by Gilles Peterson have achieved incredible success with over 180,000 downloads to date. They were named podcast of the week in the Times and reached number 9 in the official Apple podcast chart.