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Brahma #Moviment11
InBev Brahma
June 11th: The day a brand shifted the Valentine's Day in Brazil.
In Brazil, Valentine's Day is celebrated on June 12th. However, in 2014, this date coincided with the Brazilian National Team's debut in the FIFA World Cup, creating a dilemma for those wishing to enjoy their favorite sport while spending time with their loved ones. To address this, Brahma, the leading beer brand in the market, launched a campaign encouraging people to celebrate Valentine's Day a day early, on June 11th.
Major brands such as Walmart, UCI, Durex, and Applebee's quickly recognized the opportunity to join Brahma's #Movimento11, offering special discounts on products and services for couples who chose to celebrate on June 11th.
FILM
Case Study
On June 11th, bars, restaurants, and motels across Brazil were packed. The movement gained momentum, receiving coverage in major national and international media, which acknowledged that June 11th had effectively become Valentine's Day. Social engagement reached historic levels for the brand, with #Movimento11 becoming Brazil's number 2 trending topic the day before the World Cup. Over 26,000 photos of couples celebrating on June 11th were shared on Instagram.
/Website
We launched a Manifesto film on TV and online, and the website movimento11.com.br brought together all the offers, contents, videos, tweets and news about the #Movimento11. Bloggers and celebrities joined the movement and helped to spread it throughout the country.
Credits
My role: Idea, Art direction, Strategy.
Agency: Africa
VP: Sergio Gordilho
Creative Director: Eco Moliterno
Art Director: Caio Fernando, Caio Gandolfi
Copywriter: Raul Palhares, Diego Ferrite
Illustration: Caio Fernando, Caio Gandolfi, Rogério Lionzo
Film Manifest/TV
Film Production: Bossa Nova Films
Director: Gonzo Llorente