Brahma Beers Turns Shadows in Asunción into Billboards

In recent years, Paraguay has had the hottest summers ever recorded. That's why Brahma decided to use something as refreshing as a cold beer to remind people to cool off from the scorching heat.

In the last campaign created by Grey Brazil and Grey Argentina, Brahma mapped the hottest spots in Asunción and branded the shadows that existed in those places, strategically adding its logo to the points that project the shadow. Through a non-traditional OOH format, a hundred billboards with the Brahma logo were installed on top of buildings and bars, so that on the ground and through the sun, the brand name could be seen during the hottest moments of the day.

Bruno Yuli, marketing director at Cervepar (AB InBev) said, “With the Branded Shadows, Brahma takes our philosophy of freshness and enjoyment beyond beer, transforming public spaces into real experiences. This idea not only refreshes the streets but also refreshes the way a brand connects with people: with ingenuity, purpose, and an understanding of how intense the heat can be in Paraguay. It's innovation that undoubtedly leaves a mark on the city and the business.”

In addition to the billboards themselves, the campaign also included graphic ads with photography by Ale Burset and a social media promotion that rewarded free beer to those who found the shadows in the city and uploaded them to their Instagram stories.

“We found a simple - and at the same time unique - way to communicate Brahma's freshness: we branded the shadows,” concluded André Gola, executive creative director of Grey Brazil.

See more work from Grey Brazil here. 

See more work from Grey Argentina here.