Background:
In the celebration that makes everyone shine, we made shine those who make the celebration!
The world's biggest party, Carnival, moves Brazil and makes everyone want to join the parade - including many beer brands. But in the party where everyone wants to shine, it's easy to forget that there are thousands and thousands of people who shine all year round to put the show on. Well, in 2024, Amstel remembered them.
In the celebration that makes everyone shine, we made shine those who make the celebration!
The world's biggest party, Carnival, moves Brazil and makes everyone want to join the parade - including many beer brands. But in the party where everyone wants to shine, it's easy to forget that there are thousands and thousands of people who shine all year round to put the show on. Well, in 2024, Amstel remembered them.
IDEA
For the first time, we created an integrated campaign that celebrates and highlights those who make Carnival happen. In a survey conducted with Datafolha, we discovered that the spectacle is the life of many people.
From the numbers, came stories, and we created 14 mini-docs, one for each samba school in São Paulo, telling the journey of their members. However, screens alone were not enough. That's why, on the day of the champions' parade, we put the professionals in a section, with an exclusive samba-enredo, where the spotlight was on them: those who make Carnival happen. That's why, on the day of the champions' parade, we put the professionals in a section, with an exclusive samba-enredo, where the spotlight was on them: those who make Carnival happen.
For the first time, we created an integrated campaign that celebrates and highlights those who make Carnival happen. In a survey conducted with Datafolha, we discovered that the spectacle is the life of many people.
From the numbers, came stories, and we created 14 mini-docs, one for each samba school in São Paulo, telling the journey of their members. However, screens alone were not enough. That's why, on the day of the champions' parade, we put the professionals in a section, with an exclusive samba-enredo, where the spotlight was on them: those who make Carnival happen. That's why, on the day of the champions' parade, we put the professionals in a section, with an exclusive samba-enredo, where the spotlight was on them: those who make Carnival happen.
RESULTS
Total Impressions: 443MM
Thousand Views: 705
Impressions: +200M
269 Articles
+99,5% Positive Comments
+ 200 people paraded in the Amstel Section
Total Impressions: 443MM
Thousand Views: 705
Impressions: +200M
269 Articles
+99,5% Positive Comments
+ 200 people paraded in the Amstel Section