Signed by Africa Creative, the campaign presents a journey between João Grilo and Chicó in São João
Brahma embraced Ariano Suassuna’s iconic work, “O Auto da Compadecida”, in a new campaign to honor Brazilian culture through the celebrations of São João.
In the play, produced and created in collaboration with the Africa Creative agency, Selton Mello and Matheus Nachtergaele return to life as the characters Chicó and João Grilo on a journey, alongside Brahma, to build a Saint John festival.
“As a truly Brazilian brand, it is an honor for Brahma to join the duo and work that are national icons. Starting to talk about São João with João Grilo and Chicó inspires a feeling of hope in all of us. The result of this mix is a tribute very genuine to Brazil”, says Maurício Landi, Brahma’s marketing director.
To create a new story, respecting the universe created by Ariano Suassuna, the brand collaborated with Conspiração Filmes to script and direct the advertising film.
“This tribute by Brahma to Brazilian and northeastern culture is a super special project for Africa Creative. It is the result of long work, which has been going on since last year, and we are very happy to announce that after a year of great dedication, we managed to close Brahma’s master sponsorship for “Auto da Compadecida 2”, explains Heloisa Pupim, co-COO of Africa Creative.
Brahma will be present at the celebrations in Campina Grande, in Paraíba, and Maracanaú, in Ceará. The brand will also feature actions during São João and the launch of the feature film “O Auto da Compadecida 2”.
