By signed by WMcCann
Itaipava was inspired in the 2000s for the Petrpolis Group’s summer beer campaign. The action entered the rhythm of funk at the time to invite consumers to welcome the season in a ‘current, interactive and fun’ way.
The brand says that the communication is in line with trends, ‘bringing in its pieces behavior, codes, funk and fashion inspired by the 2000s, also known as the millennium bug’.
Reinforcing the recently modified signature to 100% Beer, the brand’s summer continues to use its proprietary communication with the initials ITA to establish the family attributes of its portfolio, in addition to continuing with musical pieces that enthrall the public.
In a hit made especially for the occasion and inspired by the funk of the 2000s, the brand will tell how the story of Itaipava spread throughout the summers of Brazil. The reference comes from the funk dances of the time that, with their large walls of sound, democratized the rhythm across the country.
Signed by WMcCann, the 360 campaign will be divided into some communication phases. As a whole, the strategy includes a TV movie, OOH media with interactive actions, influencer marketing with names such as actress and singer Cleo, and Northeastern singers and musicians Tarcsio do Acordeon, Vitor Fernandes and Felipo, and digital developments. .
