标题 | Foamy Haircut |
广告公司 | Africa |
广告战役 | Foamy Haircut |
广告主 | AB Inbev |
品牌 | Brahma Beer |
首次发布日期 | 2021 / 11 |
行业领域 | 含酒精类饮料 |
哲学 | The style of play, the jersey’s number, a different boot...there are several ways to recognize a player on the field, but in Brazil, one of the most striking and remembered by fans is the haircut. A mohawk, a high topknot or even a few head designs have always gained popularity. But a new fashion on the lawns had yet to come. Brahma beer's smoothness is unmatched by any competitor - so much that it’s even called Brahmoothness. And as the country’s most popular beer and the official sponsor of the greatest soccer teams in Brazil, it decided to enter the field in an unusual way, taking its smoothness where no other beer had taken it before: to the heads of the stars. Inspired by haircuts like Ronaldo’s Cascao, Biro Biro’s Mullets, Ronaldinho’s Headband and many other that represent the smoothness of the Brazilian soccer style, Brahma launched the “Foamy Haircut”, a perfect hairstyle that resembles a glass full of Brahma: golden liquid below and white foam on top. The unusual hairstyle is part of the country’s soccer culture, and fans love to replicate the look of their main idols. It all started with Reinaldo from Sao Paulo FC, then was adopted by music, TV and Instagram celebrities until being featured on the heads of Chelsea's Thiago Silva and Jorginho as they won the UEFA Super Cup - showing off The Foamy Haircut to the world ahead of all other sponsors. The campaign, created by ad agency Africa, was made in partnership with Ariel Franco, a Brazilian famous barber known for his iconic cuts. He has been responsible for bringing the Foamy Hair to the players’ heads and has even created a tutorial for anyone who wants to replicate the look. “Brahma's smoothness is such that it goes beyond beer and goes into the players' heads. Among so many things, the hair of male and female players is something iconic within soccer. Many athletes become idols and are recognized, not only for what they present on the field, but also for their looks. So, in an unusual way, we decided to create the cut that is dictating fashion this decade, all this to bring all of Brahmoothness to people in a different way. As the main partnership between Brazilian soccer and clubs, Brahma is also ready to create trends in a light and relaxed way”, says Marina Raats, Brahma's marketing manager. |
媒体类别 | 案例研究 |
长度 | |
首席创意官 | Sergio Gordilho |
创意总监 | Marcelo Bruzzesi |
创意总监 | Alexandre Giampaoli |
创意总监 | Pedro Reis |
美术指导 | Joao Corazza |
文案 | Bruno Reis |
文案 | Júlia Malavazzi |
Designer | Raphael Santos |
客户经理 | Heloisa Pupim |
客户经理 | Rafael Marques |
客户经理 | Vivianne Santos |
Media Team | Aga Porada |
Media Team | Luciana Prado |
Media Team | Victor Berto |
Strategist | Aldo Pini |
Strategist | John Oliveira |
广告公司制片 | Rodrigo Ferrari |
广告公司制片 | Tais Olhiara |
广告公司制片 | Ian Inglez |
广告公司制片 | Patrícia Gaglioni |
导演 | Camila Cornelsen |
创意总监 | Juliana Leite |
创意总监 | Lica de Souza |
创意总监 | Fernando Alonso |
创意总监 | Isabela Levy |
创意总监 | Thays Miranda |
创意总监 | Caio Rodrigues |
创意总监 | Theo Etlin |
客户经理 | Amanda Maia |
客户经理 | Amanda Maia |
客户经理 | Luiza Lima |
客户经理 | Luiza Lima |
客户经理 | Amanda Maia |
Media Team | Caroline Richa |
客户经理 | Luiza Lima |
Media Team | Samuel Teles |
Media Team | Amanda Santana |
客户经理 | Amanda Maia |
Media Team | Bruno Gregorut |
Strategist | Quentin Mahé |
Strategist | Quentin Mahé |
Strategist | Quentin Mahé |
客户经理 | Luiza Lima |
Strategist | Mariana Crepaldi |
广告公司制片 | Carmen Castillo |
广告公司制片 | Vanessa Lima |
Strategist | Quentin Mahé |
广告公司制片 | Vanessa Lima |
广告公司制片 | Vanessa Lima |
剪辑师 | Carlos Sperancolo |
广告公司制片 | Vanessa Lima |
剪辑师 | Carlos Sperancolo |
剪辑师 | Carlos Sperancolo |
剪辑师 | Thiago de Oliveira Asturiano Jordao |
剪辑师 | Carlos Sperancolo |
剪辑师 | Thiago de Oliveira Asturiano Jordao |
剪辑师 | Thiago de Oliveira Asturiano Jordao |
项目经理 | Beatriz Stalchmidt Marques |
Executive Director | Marcela Sutter |
剪辑师 | Thiago de Oliveira Asturiano Jordao |
Executive Production | Sami Smidi |
Executive Production | Sami Smidi |
Executive Production | Sami Smidi |
Executive Production | Sami Smidi |
Music Director | Roberto Coelho |
Music Director | Kito Siqueira e Hurso Ambrifi |
Music Director | Kito Siqueira e Hurso Ambrifi |
Music Director | Kito Siqueira e Hurso Ambrifi |
Music Director | Kito Siqueira e Hurso Ambrifi |
Music Director | Thiago Colli |