Brahma Launches Limited Edition World Cup Beer

AB InBev Brahma, one of Brazil’s leading beer brands, the official beer of the 2014 FIFA World Cup and the official sponsor of Brazilian soccer team together with Agencia Africa took advantage of Brazil being the land of beer and soccer uniting two of Brazil's greatest passions. They created "Brahma Selecao Especial”: the only beer brewed with barley planted, grown and harvested on Granja Comary, home to the Brazilian national soccer team.

To plant the barley for this special edition Brahma chose what is considered the “sacred soil” of Brazilian soccer. The training center of the Brazilian soccer team for decades, Granja Comary is the place where Brazil’s greatest stars have trained and ultimately where the country’s greatest soccer game moments were played. The same soil where five-time world champion team was conceived is now the birthplace of a beer, just as unique.  

Brahma's Seleção Especial from Agencia Africa on Vimeo.

"Passion for soccer and beer have never been closer. With 'Brahma Selecao Especial' we want fans to toast with our beer inspired by the history of Brazilian soccer," says Bruno Cosentino, Brahma's Marketing Director.

 “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”, comments Sergio Gordilho, Africa’s co-president and CCO.

“We did much more than advertising. It was a holistic project that involved all areas of the agency working in an integrated way. We also created the concept, and together with the client we accompanied the planting of the barley, its growth and harvest, the development of the product, and helped with the promotion and launching strategies”, points out Marcio Santoro, Africa’s co-president and CEO.

With modern and sophisticated design created by Africa’s design team, the packaging 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 and to the optimism of the National Team.

“Selecao Especial” is a exclusive edition beer and will be available on the market next month. Collectors, soccer and beer fans will be able to pre-order limited premium kits containing a special beer glass and numbered bottles autographed by the coach of National Soccer Team, Luiz Felipe who is also the ambassador of Brahma project.  

Credits

Title: Brahma Selecao Especial

Advertiser: AB InBev

Product: Brahma Beer

Agency: Africa 

Chief Creative Officer: Sergio Gordilho

PROJECT

Creative Director: Sergio Gordilho / Rafael Pitanguy / Humberto Fernandez / Carlos Fonseca / Eduardo Martins 

Creatives: Bruno Costa / Bruno Couto / Rafael Ziggy / Sergio Gordilho / Evandro Soares

LAUNCHING FILM

Creative Director: Sergio Gordilho / Rafael Pitanguy / Humberto Fernandez

Creatives: Sergio Gordilho / Estefanio Holtz / Rafael Pitanguy

DIGITAL

Head of Digital: Eco Moliterno

Creatives: Caio Fernando / Caio Gandolfi / Raul Palhares 

DESIGN

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 Kadomoto