To prevent heat-related incidents at concerts, Devassa created
a camera that identifies the hottest points in the audience.
BACKGROUND
a camera that identifies the hottest points in the audience.
BACKGROUND
With rising temperatures, heat has become a concern at shows and festivals in Brazil. In some areas of the country, temperatures can reach up to 60º Celsius (140º Fahrenheit) on the ground. This effect of global warming and heat waves has garnered attention throughout society.
Devassa, the beer sponsor of festivals in the hottest region of Brazil, has found a unique way to identify the hottest points in the crowd to provide what it does best: refreshment.
IDEA
We created The Heat Cam: a thermal sensor camera that identifies the hottest points of the festival and delivers Devassa and water for people to cool off.
To achieve this, we started with a simple idea: at every event, there are broadcasting cameras. We replaced one of them with The Heat Cam and thus identified the hottest points in the audience. Then, our Heat Correspondent would go to the location, bringing water and beer for the people. And we went further: anyone feeling hot during the event could stop by the Devassa booth to get water. An initiative that started at the biggest music festival of the Brazilian summer and extended to several other sponsored events.
Of course, with this action, we're not going to save the world. But at least, we prevented any incidents caused by heat and saved the party.
Using the camera effect, we developed a visual language for the campaign:
RESULTS
Reach: +2M
Interactions on Social Media: +200K
Impressions: +200M
90% positive perceptions
21% increase in sales
Amount of beer and water distributed: 25,000 liters
Zero incidents at the festival due to heat :)
Interactions on Social Media: +200K
Impressions: +200M
90% positive perceptions
21% increase in sales
Amount of beer and water distributed: 25,000 liters
Zero incidents at the festival due to heat :)