The athlete reinforces how the joint work was fundamental to go further, overcoming barriers and conquering spaces in women’s football
Ambev invited the soccer player Formiga to talk about the company’s volunteer program, Voa. The campaign uses the metaphor that “ants never walk alone and together they are stronger” to address the importance of collaboration.
In the film, the athlete also reinforces how the joint work was fundamental to go further, overcoming barriers and conquering spaces in women’s football, which still faces several challenges. The creative idea comes from Ambev’s institutional marketing team and the in-house agency Draftline.
“We looked for a concept that was able to synthesize the entire VOA journey and that would get closer to people. As soon as we thought of the player as the voice of the campaign, we decided to create a reference for her name with the work of the ants to become a symbol of the collaboration journey and the shared growth of Ambev’s volunteer work”, says Carlos Pignatari, social impact director at Ambev. Ambev.
With the strategy, the brand intends to engage more employees in the program, launched in 2018. According to the company, more than 30 thousand hours have already been donated to mentoring and guidance projects for more than 400 NGOs, impacting more than 10 million people.
