Agency: Beta Collective
The sky’s no limit for Fusion Energy Drink that transformed a Brazilian pastime, kite flying, into outdoor media.
To launch its new brand positioning, Fusion created a kite festival with discounts literally falling from the sky.
The sky was filled with bright colors in Rio de Janeiro, and it wasn't the clouds fluttering above the Favela Vigário Geral but CREW’S KITES, a stunt created by Fusion, an Ambev energy drink with affordable prices that’s aiming to build a new relationship with residents in favelas.
This initiative, created by Beta Collective, invited more than a thousand people to a kite festival, bringing the sport - which has been around in favelas for decades - into the spotlight and, furthermore, has remained almost entirely untapped by the advertising market, even though it is regularly present across Brazilian pop culture, from rap and funk music to soap operas.
Based on this insight, Fusion invited Pipa Combate, the biggest kite channel in Brazil, with 2.5 million subscribers, to literally make discounts fall from the sky.
On top of that, the brand created five different kite models, all distributed for free at the headquarters of AfroReggae, one of the project's partners.
This stunt was produced in partnership with Dilúvio and filmed by Director Raphael Taira. They co-created the campaign with Beta Collective and had the talents of local photographers such as Pam Nogueira, and Sallem aka Fotogracria - a great, young photographer from the world famous Favela ‘Rocinha’, who has been a massive success on Instagram and Tik Tok with over 275 thousand followers.
This professional campaign titled 'Kitevertising Fusion' was published in Brazil in January, 2023. It was created for the brand: Fusion Energy Drink, by ad agency: Beta Collective. This Ambient, Experiential, and Outdoor media campaign is related to the Soft Drinks industry and contains 6 media assets. It was submitted 2 months ago by Senior Copywriter: Bernardo Tavares of Havas Lisbon.
Agency: Beta Collective
Creative Director: Bernardo Tavares
Art Director: Leonardo Rodriguez
Copywriter: Matheus Loretti
Operations Director: Camila Serena
Production Company: Dilúvio
Executive Producer: Paulo Vicente
Director: Raphael Taira
Filmmaker: Blínia Messias
Photographers: Pam Nogueira e Sallem (Fotogracria)
DOP: Marco Antonio Ferreira
Assistant Director: Pedro Amed
1st assistant: Tiago Eli
2nd assistant: Ana Beatriz Salgado de Miranda
Logger: Mateus Cabral Maciel
Producers: Alexandre d'Albergaria, Lucianna Santos
Post Production: Dilúvio
Editing and Motion: Jack La Noyée
Sound Production: Estúdio Casa da Árvore
Sound Producer and Partners: Pedro Penna, Pedro Montessanti
Producers: Fabio Araujo dos Santos, Day Cunha
Client: Fusion / AMBEV
Marketing Director: Juliana Grinberg
Marketing Manager: Juliana Junqueira
Marketing Coordinator: Augusto Kneipp
Producers: Juliana Caporazzo, Vitor Casanova
In-House Agency: Cigarra
Art Director: Paulo Silva
Social Media: Rodrigo Yacoub
Planner: Carlos Unger