Brand launches film and digital campaign to reinforce its position in the country’s culture.
60 years ago, School arrived in Brazil with the purpose of making everything more fun, creating the best stories and memories with Brazilians. The beer famous for “going down round” was and continues to be present, connecting generations with its light and fun essence. To celebrate this milestone, Skol is launching its “60 years going down round” campaign, which celebrates its unique ability to transform ordinary moments into epic experiences, generating fun and enjoyable stories to live, tell and remember.
Watch the campaign video below:
Skol’s 60th anniversary comes in the year in which it was once again recognized as one of the most valuable brands in Brazil. In the BrandZ ranking, Kantarregarding the most valuable brands in the country in 2024, Skol appears in third place. In a survey conducted by the Mindminers Institute, more than 70% of Brazilians over 18 years old declare having an emotional relationship with beer that goes down well, showing that the brand’s history connects with the history of consumers.
“Celebrating Skol is, in fact, celebrating the stories that Brazilians have experienced with the brand. It is celebrating each story told on the yellow chair and each toast made under the yellow umbrella. The brand’s reason for existing is to invite people to live their lives with ease. And, for us, living life with ease is allowing yourself to have stories to tell,” says Nayara Rampim, Skol’s Marketing Director.
The launch film, created by GUT São Paulo, shows how Skol has transformed ordinary moments into much more fun situations in consumers’ lives. In addition to TV and OOH spots, the brand’s social media channels will feature content inspired by memes created by the public.
“Skol has the ability to transform ordinary, everyday moments into epic experiences, into stories that you will want to tell later. We were inspired by this fact and by real stories to show how the brand plays an important role in our culture,” highlight Charles Faria and Gabi Marcatto, Creative Directors at GUT São Paulo.
Brazilian icon
Skol is getting even closer to Brazil’s symbolic and cultural universe with a new visual identity that highlights the iconic nature of the brand’s elements, such as the famous arrow, the vibrant colors of the packaging, the yellow table that is found all over the country and the parasol.
“For the next sixty years, the goal is to continue to be present in the experiences that bring people together, always celebrating the spontaneity and joy of living that characterize Brazil”, concludes Skol’s Marketing Director.
Datasheet
Agency: GUT Sao Paulo
Annunciante: Skol
Campaign: 60 years
CCO: Bruno Brux
ECD: Tiago Abreu and Pedro Araujo
Global Head Of Design: Murilo Melo
Creative Directors: Gabi Marcatto, Charles Faria and Mari Albuquerque
Creatives: Henrique Guimarães, Thiago Ferreira, Luana Silva, Wally Oliveira, Bill Queiroga and Deco Artilheiro
CEO: Valeria Barone
Head of Accounts: Alessandra Visintainer
Group Account Director: Francine Pellacani
Account Director: Isadora Spinardi
Account Manager: Barbara Monteiro
Account Supervisor: Mayara Valadares and Rafael Almeida
Head of Strategy: Gisele Bambace
Strategy Director: Guilherme de Padua
Strategy Manager: Julia Garcia and Mariana Cerqueira
Strategy Supervisor: Estela de Luca and Marina Sena
Head of Content: Nathália Capistrano
Content Creative Director: Adriana Boghosian
Content Strategy: Tuanny Moda, Rafael Budni and Victor Galeon
Creative Data Supervisor: Matheus Severino
Influence Curator: Jaqueline Lima
Head of Media: Nathalia Oliveira
Media Director: Guilherme Froiman
Media Manager: Alan Martins
Media Supervisor: Jessica Carvalho, Dandara Ferreira
Media Coordinator: Andressa Quintela, Larissa Soares
Media Assistant: Adonias Machado, Isabelly Carodoso
Operations Director: Claudia Nakahara
PR Director: Barbara Lima
Head of Production: Moni Siqueira
Production Director: Rafael Motta
Production Manager: Carol Ferreira
Producers: Catia Nucci and João Alfonso
Production Secretary: Lia Satiro
Client:
Marketing VP: Daniel Wakswaser
Marketing Director: Cinthia Klumpp and Alexandre Costa
Head of Marketing: Nayara Rampim
Brand Execution Manager: Fernanda Cousin
Content and Performance Specialist: Pedro Oliveira
Film Production:
AMBEV Audiovisual Production Manager: Fernanda Leite
AMBEV Production: INTEGRATED PRODUCTION MODE
Executive Producers: Gabi Froemming and Mariana Guerra
Lead Producer: Vanessa Wallner
Senior Producer: Elisa Celia and Victoria Mirra
Producers:
Image
Produtora: Don’t Touch My Soda
Director: Felipe Mansur
Director 2nd Unit: Aline Lata
Director of Photography: William Etchebehere
2nd Unit Director of Photography: Erico Toscano
Executive Producers: Maira Massullo and Michelle Lutfy
1st Director’s Assistant: Fred Tariki
2nd Director’s Assistant: Nicole Carvalho
1st Management Ass. 2nd Unit: Beta Maia
3rd Management Ass. 2nd Unit: Leandro Lira Martins
3rd Management Ass. 2nd Unit: Brunno de Oliveira Gomes
Liner Producer: Gabriela Andrade “Garça” and Nicoli Azevedo
Production Coordination: Marina Stacciarini
Camera Assistant: Erica Rocha Marinho, Ana Carolina Nascimento Pereira, Bruna Moraes, Lucas Raiol
Video Assist:
Direct Sound: Guilherme Algarve Santos and João Paulo de Lima Pereira da Silva (Zula)
Art Director: Andres Zarza
Art Director: Morgana Colares
Art producer: Mayra da Cunha Renna
Art Assistant: Natalia Xavier Meireles
Producer of Objects: Livia Cortes Fonseca, Flora Reghelin de Azevedo and Fernanda de Oliveira Sierra
Against the Rule: Dejair Anderson Gomes dos Santos and Jerônimo Chaves Cheppi
Stagehand Assistant: Guilherme de Alvarenga and Pedro Chaves Cheppi
Head of Production: Renata Munaretto
Production Director: Reinaldo Faria
Producer: Ronder William Alencar Batista
Production Coordination: Fernanda Franco
Production Signed: Juliana Machado, Mayara Melo, Victor Pegolo
Plateau: Eduardo Sebastian de Lima
Signed by:
Location Producer: Daniel Fontoura and Jonathan Mendes da Costa
Casting Producer: Cintia Cappellano
Production Extras: Elaine (Case)
Effects: Bruno Steger
Signed by: Mayci dos Reis Tozzi, Christian de Barros Teixeira Pessanha, Viviane Cristina de Oliveira.
Costume Designer: Carolina Guimarães Freitas Matos (Nina)
Costume Design: Isadora Holanda Binotti, Maria Augusta Nobili (Guta), Marcos Vinicios Alcantara Souza, Natalia Fonseca Borges, Mari Viéne.
Make: Carol Pires
Signed by: Clarissa de Castro Bueno e Vasconcelos, Elaine Helena Martins, Catarina Ana Batista Mohilla, Leonardo Boaventura Di Spirito, Ana Carolina Pantoja de França, Marianna Myszkowski, Lorena Santanna Paschoal.
Electrical: Rondinelli Oliveira Pinto
Electrical Ass.:
Machinery: Vitor Cesar Ferreira Reis (Vitao)
Machinery Ass.:
Transportation Coordination: Shana Salazar
Still Photo: Lucas Affonso
Still Camera Assistant: Marcio Marcolino, Mateus Galvão, Gabriela Tenenbaum.
Post-production Coordination:
Post-Production Support:
Finisher: Mario Ubirajara / Tais Oliveira / Fernanda Tsukada
Editor: Danilo Abraham
Colorist: Osmar Junior
Post production: @voodoo.house
VFX Supervisor: Americo Cato
VFX Artist: Americo Cato
VFX Artist: Marcelo Lepiani
Flame Artist: Vivien H. Carelli
Motion: Celso A. Lopes Jr
3D: HardcoreFX
3D Technical Director: Guilherme Casagrandi
3D Producer: Claudio Colângello
3D Technical Coordinator: Raul Rodrigues
3D Effects Artists: Guilherme Bermud / Luiz Reis / Marco Antonio dos Santos / Bruno Merli
3D Animator: Daniela Rossi
Finishers: Mario Ubirajara / Tais Oliveira / Fernanda Tsukada
Audio:
Audio Production: Satélite Audio
Musical Direction: Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Service: Fernanda Costa and Karen Nakamura
Musical Production: Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicenna, Pedro Pelotas.
Coordination: Camila Guedes, Leticia Oliveira, Bea Vieira and Mariana Tardelli
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa, Andre Giannini and Esteban Romero
Illustration:
Producer: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Head of Planning: Le Alves
Planning: Beatriz Perrote
Service: Camila Holzmann
Head of Production: Laryssa Andrade
Production: Felipe Ribs
Illustration Coordination: Leo Soares
Illustrators: Victor Goularte, Diego Abreu, Leandro Dexter and Bruno Ferrante
Head of Animation: Cesar Maciel
Content/ Influence
BR Media Group: Raphael Vignola, Thiago Bispo, Joe Richardson, Lara Naman, Alan Alves, Jamille Faziali, Leticia Prada, Renato Conejo, Rafaella Pilão
Community Management/Social Listening
Noize Media: Diego Paz, Thaís Dalenogare, Albert Fagundes, Caroline Pereira and Julia Brito.
*Cover photo: Disclosure/Skol
Follow ADNews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
