After making the minds of players and even football lovers, the Creamy Hair of Brahma has now won the Cannes Lions Festival jury. This Thursday, June 23, the case, by Brahma created by the Africa agency, was awarded the Golden Lion in the Social & Influencer category – the work also won a silver and a bronze trophy in the same category.
These are not the first awards for Creamy Hair in this edition of the festival. Before, the case had already won a Silver Lion in Entertainment for Sport, a Bronze Lion in Brand Experience & Activation.
The initiative follows Brahma’s creative trajectory within football. In 2021, the brand made the minds of players by taking its Brahmosidade on (and off) the field in partnership with Ariel Franco, the King of Blindado and known for creating iconic cuts. Thus, the Nº1 beer of the modality launched a new fashion with a special cut for athletes and fans. Reinaldo, from São Paulo, Rossi, ex-Bahia, Cacau, ex-Corinthians, Thiago Silva, Jorginho, among others and others, joined the look, as did influencer Arthur Piccoli.
“Among so many things, the hair of players is something iconic within football. Some are marked not only by what they do on the field, but by their iconic look. So, in an unusual way, we created this cut that dictated fashion in the last year and generated a lot of conversation not only within the football universe. More and more, we want to take actions that create trends in a light and relaxed way, bringing us even closer to people and everything they like”, says Mariana Santos, strategy manager at Brahma.
This is the second Golden Lion won by Ambev this year. Guaraná Antarctica took the top prize in the Entertainment for Sport category, with #presano80. It is worth remembering that Ambev received 20 lions in the three previous editions of Cannes, which helped AB InBev to be recognized as the most creative company on the planet, by taking the Creative Marketer of the Year award in 2022.
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