For the second year in a row, the celebration of the biggest popular party in the country does not happen the way people would like and are used to. The blocks don’t go to the streets and the avenues won’t be full on the four days when the party would be. But Brahma, who has always been present at Carnival, believes that revelry is a state of mind that is within each of us. And to keep this emotion alive, in 2022 the brand rewrites the plot of its samba, with the participation, once again, of Rainha Alcione. And with the special company of Arlindinho.
After not letting samba die in 2021, Brahma and Marrom now sing that “O Show has to go on”, inspiring consumers to keep the flame of Carnival alive, wherever they are. And to complete this team, nothing better than counting on those who have samba in their veins and are part of the new generation, Arlindinho. With the initiative, the brand wants to show that, even without the traditional parties and celebrations in the streets, it is still possible to enjoy and show all the love for revelry, always with the safety that the moment calls for.
According to Renan Carvalho, marketing manager at Brahma:
“We are all a little orphans of Carnival, this party that moves Brazilians and represents our country very well. More than the four days of celebration, this moment is a state of mind that is alive within us. That’s why we called on Alcione and Arlindinho to keep this flame alive and invite people to enjoy wherever they are, respecting, of course, the security protocols of the moment. Wherever it is: at the barbecue with friends, on the avenue or at the bar. Carnival is in all of us. And if there’s carnival, there’s Brahma.”
Check out the video with Alcione below:
The initiative, created by the Africa agency, is the first step of everything that Brahma intends to build for the revelry. And, if this year the Samba Schools parades were postponed to April, certainly a lot is still to come. It’s like the song says: “The Show Must Go On”.
CARNIVAL FULL OF BRAHMOSITY
And to make the revelry even more fun – with all the care of the moment and a lot of moderation – the brand prepares a series of initiatives for people to enjoy the revelry with that special company: Brahma ice cream!
For this, the brewery launched a hotsite for consumers to spend the next few days with even more Brahmosity. The options range from a 10% discount on the purchase of a Brahma or even the possibility of guaranteeing your creamy one for free. With lots of Brahma, creaminess and Alcione, the spirit of Carnival continues.
DATASHEET
Name: The show must go on
Agency: Africa
Advertiser: Ambev
CCO: Sergio Gordilho
Executive Creative Director: Felipe Cury, Philippe Degen and Quatrocci
Creation director: Marcelo Bruzzesi and Henrique Guimaraes
Head Of Art: Rodrigo Bonfim
Creation: João Corazza and Bruno Reis
COO: Carolina Boccia
Attendance: Heloísa Pupim, Rafael Marques, Nathan Simeão, Vivianne Santos, Amanda Maia.
Media: Aga Porada, Luciana Prado, Victor Berto, Caroline Richa, Samuel Teles, Pablo Meira, Isadora Ferreira and Vitoria Lopes
Planning: Aldo Pini, Quentin Mahé, Fernanda Valéria, Mariana Crepaldi, John Oliveira
Agency production: Rodrigo Ferrari, Tais Olhara
Ambev production: DraftLine Integrada
Head Audiovisual Production: Julia Kannebley
Integrated Production Executive: Caio Baldini
Executive production: Karin Stuckenschmidt e Carlos Grübber
Producers: Gabi Froemming, Bruno Arneiro e Marina Pimentel
Producer/Image: Boiler Filmes
Director: Nixon
Executive producer: Marcella Feo and Juliana Martellotta
Production Coordination: Rafaela Muniz, Juliana Salviano and Michel Nogueira
Photography Direction: Nixon
Art director: Rafael Cabeça
Attendance: Marcella Feo
Post-Production Coordinator: Fernando Barbieri
Montador: Vitor Cohen
Pos: Flow Effects
Cor: Marla Color Grading
Producer/sound: Antfood Music & Sound Design
Music Production Director: Lou Schmidt and Fernando Rojo
Musical production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello and Vinicius Nunes
Executive producer: Renato Castro e Christiane Rachel
Coordination: Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello e Tiago Lins
Approval/Customer: Mauricio Landi, Mariana Santos, Renan Carvalho and Camila Rodrigues
Date First Broadcast: 27/2
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