For the first time in history, Ambev Brewery, the Brazilian affiliate of Anheuser-Busch InBev, brought together all of its beer brands to spread a message in favor of smart drinking. The newly launched campaign invites consumers to reflect and make smart choices after the consumption of alcohol, such as never driving. In a fun mood, the ads show the beer logos with their letters slightly scrambled around, provoking the thought that sometimes when you drink things seem to be in order at a first glance, but in reality they’re not.
Created by SunsetDDB with national coverage, the campaign was launched last Sunday, April 28, before and during the broadcast of the first round of Campeonato Brasileiro (the national Brazilian football championship). Without further explanation, the traditional inserts of Brahma, one of Brazil’s most popular beers were changed to "Bhamra".
The goal was to cause the surprise among those watching the game, and start speculation on why the logos were switched. At the same time, other Ambev brands such as Budweiser, Stella Artois, Skol and Antarctica changed their social media profile pictures and covers on social media by logos with changed letters, raising questions among their followers. The true reason behind the whole stunt was revealed the following day, through popular social media channels, print, PR and OOH media.
Print advertisement created by DDB, Brazil for Ambev, within the category: Alcoholic Drinks.
CEO: Guto Cappio
CCO: Guilherme Jahara
Co-Presidents: Guilherme Jahara, Ligia Vulcano
Creative Director: Marcio Juniot
Creative Team: Guilherme Jahara, Marcio Juniot, Xan Arakawa, Maicon Pinheiro, Alexandre Freire, Mariana Manso
Art Assistant: Will Rodrigues
Account:Bianca Bizello, Janaina Venhasque
Media: Henrique Bragion de Oliveira, Felipe Duarte
Head of Social Media, Content and Influencers: Inaiara Florêncio
Community Managers: Gabriel Nogueira, Carol Lima, Felipe Casas, Evelyn Gonçalves
Business Intelligence: Raphael Penna
Head of Production Produção: Patricia Benetti
PR Director: Daniela Barile
Art Buyer: Alessandra Anazario
Ilustrator: Marlos Lima
Graphic Production: Carla Lustosa, Edson Harada
Cliente Approval: Ricardo Dias, Alexandre Costa, Bruno Rigonatti