Amstel Hacks Carnival Street Parades Using Hidden Fridges
Because of the sponsorship of the street carnival in São Paulo, revellers couldn't find Amstel within the parades. The solution was to do what they did: wear a costume. Wunderman Thompson created the Hidden Fridges. Customised coolers, hidden and filled with Amstel, strategically placed amidst the parades sponsored by the competition. Anyone who managed to find them got an ice-cold Amstel.
People who were near these parades were impacted by geolocated posts, inviting them to look for three coolers dressed up in a costume: a vase, a public telephone and a park bench.
"Brazil's street carnival is hugely diverse in terms of people, but not so much in terms of beer. We tried to get around this monopoly in a fun and playful way that resonates with the brand", Nicolás Romanó, creative director
Activation is part of Amstel's strategy for carnival, which features 30 digital films, costume panels, sCan, and after parties that took place after the parades.
Agency Wunderman Thompson Brasil
CEO: Pedro Reiss
CCO: Keka Morelle
CREATIVE DIRECTOR: Nicolás Romanó e Rodrigo Da Matta
CREATIVES: Heloisa Ribeiro e Letícia Rodrigues
PR: Andrea Assef, Vivian Zeni e Hellen Araújo
HEAD OF CLIENT SERVICES: Felipe Giacon
CLIENT SERVICES: Luana Ferreira, Julianna Carvalho, Caio Sabag e Marcelo Honorio
HEAD OF PLANNING: Stella Pirani
PLANNING: Gisele Bambace, Gabriel Guerra, Larissa Baldassarini
CONTENT: Nabil Carone, Marilia Ramos e Gabriella Varella
EDITION: Marcus Prado e Igor Santos
HEAD OF MEDIA: Giovanna Venturelli
MEDIA: Stella Lopes, Vanessa Pupato, Ana Battaglini, Nicole Negrigo, Thiago Barbosa, Thiago Souza, Ludymila Lopes, Ludmila Celaschi.
HEAD OF PRODUCTION: Maisa Delgado
DIGITAL PRODUCTION: Tom Corral e Caroline Pivato
CLIENT APPROVAL: Bram Westenbrink, Cecília Mondino, Renan Ciccone, Anna Luisa Dafico, Fabrizio D’Angelo e Felipe Richter
CLIENT APPROVAL (MEDIA): Natacha Volpini, Carina Hermida, Victor Soffiatti e Mariana Rabello
Category: Alcoholic Beverages , Beers