The campaign, signed by Africa Creative, explores the concept of unity and culture within the festival
Brahma announced that it will sponsor several São João festivities in cities in the Northeast. In addition to a series of actions in the region, the brand also launched a campaign that aims to value the local culture.
The piece, signed by Africa Creative, explores the concept of unity and culture within So Joo. In the film, the characters go through different parties showing that each one has its own peculiarities.
“Brahma has a strong connection with the celebrations of São João and values the stories behind this great meeting of Northeastern culture. We will invite people to tell unique stories about how representative this time of year is for them. start a campaign that includes influencers, bringing from historical facts to funny causes, everything to praise this moment”, said Guilherme Almeida, Brahma’s marketing manager.
Brahma will be the official beer of almost 50 major events and more than 300 hours of drag. The highlight will be in the city of Campina Grande, known for promoting the ‘Biggest So Joo in the World’, in Paraba.
This year, the party is celebrating its 40th anniversary and there will be more than 30 uninterrupted days of celebration with a program at Parque do Povo that started on June 1st and continues until July 2nd, with more than 100 local and national artists.
In Bahia, the brand will take over São João de Amargosa, Cruz das Almas, Santo Antnio de Jesus (SAJ), Senhor do Bonfim and Irec. In Alagoas, Brahma will sign Massay, in Macei, an event that will have more than a month of festivities in seven poles spread across the capital of Alagoas.
In Ceará, Brahma will be at São João de Maracana, which will have 40 days of festivities, from June 10th to July 19th, and will also be the official beer of Expocrato, in the region of Cariri between July 9th and 16th , in addition to Vyybe Junina.
In Recife, the brand will be at Forrozo do Galo. In Maranho, Brahma will be present at Pertinho de Voce, with a 30-day festival open to the public, starting on June 2nd, in So Lus.
In Rio Grande do Norte, Brahma will be present in the main boxes of Pingo da Mei Dia, on 03/06. The June block marks the beginning of the June festivities in Mossor and will feature a concert by Bell Marques in the trio for more than 100,000 people.
Among the private parties, there will be Brahma at Spazzio, Vila Forr, Namoradrilha and Beijadrilha, in Campina Grande. In Bahia, beer number 1 will be present at Forr SaJoo and Casa de Antnio, in Santo Antnio de Jesus; at Forr do Sfrega, in Senhor do Bonfim, and at Ticomia, in Ibicu. In Caruaru, Brahma will be the official beer for the entire Manso Brahma program on the 4th of June and runs until the 16th of July.
