Cervejaria Ambev | Brahma

An experience designed to make brazilians feel Nº1 again.

After the shameful performance in 2014, brazilians lost trust on the national football team. Brahma decided to create an experience to gather fans all over the country and make them feel Nº1 again. We designed 6 arenas to unify the nation that ended up attracting more people than the official fan fests in Russia.

Scenario

Even though the last world cup happened in Brazil, only 4% of the audience was able to watch the games inside the FIFA impressive venues, which means the event happened outside the fields, on the streets and bars all over the country.

Solution

Brahma is the brand known for supporting brazilian national soccer team since 1950's, which means no other brand knows the brazilian spirit better than Brahma. We painted the whole country in yellow, green and red to make a celebration as big as the WC. Presenting: Arena Nº1.

Taking over Brazil

The events happened in 6 states simultaneously, transforming iconic places into completely crowded arenas with live shows that happened after every match, featuring nation wide famous artists and bands.

A branded FunFest

We turned every place into a branded arena and made special content according to each game. We had a dedicated war room to create movies and animations in real time and display on the 6 giant screens simultaneously before, during and after every game. Despite the many heart attacks that we had, It was really fun to bring the spirit of the World Cup to the country of soccer.

Listen to the crowd singing in one voice Brazil’s national anthem at the Arena Nº1 in São Paulo.