Hasta La Creative!

For the first time in history, Ambev Brewery, the Brazilian affiliate of Anheuser-Busch InBev, brought together all of its beer brands to spread a message in favor of smart drinking. The newly launched campaign invites consumers to reflect and make smart choices after the consumption of alcohol, such as never driving. In a fun mood, the ads show the beer logos with their letters slightly scrambled around, provoking the thought that sometimes when you drink things seem to be in order at a first glance, but in reality they’re not.

Created by SunsetDDB with national coverage, the campaign was launched last Sunday, April 28, before and during the broadcast of the first round of Campeonato Brasileiro (the national Brazilian football championship). Without further explanation, the traditional inserts of Brahma, one of Brazil’s most popular beers were changed to “Bhamra”.

The goal was to cause the surprise among those watching the game, and start speculation on why the logos were switched. At the same time, other Ambev brands such as Budweiser, Stella Artois, Skol and Antarctica changed their social media profile pictures and covers on social media by logos with changed letters, raising questions among their followers. The true reason behind the whole stunt was revealed the following day, through popular social media channels, print, PR and OOH media.