On July 13, 1985, the world’s first mega charity music event, Live Aid, happened. The day is now considered to be the International Day of Rock ‘N’ Roll in many countries, Brazil especially – helped in no small measure by marketing efforts. On July 13 in Brazil, brands of all genres seize the opportunity to create campaigns. Budweiser, the beer that has always stimulated the production of independent music, could not be left out.
So on this July 13 agency, Africa, and Budweiser created a Rock ‘no Roll stunt. The stunt is based on a famous statement by Gene Simmons. In 2014, the legendary Kiss bassist gave an interview where he proclaimed the death of Rock ‘N’ Roll. 5 years later, Budweiser invited Andreas Kisser, another legendary rock star, Sepultura’s band guitarist, to help prove that #RockIsAlive. Andreas became the conductor leading new bands from the Brazilian independent scene – bands that have begun since 2014 – into a funeral rock ‘n’ roll march that mocks Gene’s statement.
In a church-like setting, a depiction of death walks to the altar where it’s confronted by Andreas. The rock star picks up his guitar and heads to the stage where he begins to play a heavy metal funeral march. Then, the new bands are revealed and the funeral march is played in an explosive rock opera. Hashtag #RockIsAlive confirms they are not dead.
Budweiser has also committed to recording upcoming rock ‘n’ roll bands in its own studio in Brazil, called B-Side, to help keep the good new rock ‘n’ roll alive.
Chief creative Officer: Sergio Gordilho
Executive Creative Director: Matias Menendez
Creative Team: Rodrigo Barbosa, Fernando Marar, Alexandre Giampaoli & Andriws Vilela
Client Services: Carol Boccia, Heloisa Pupim, Francine Pellacani, Vinicius Lopes & Rafael Mattos
Media: Antonio Arbex, Bruna Morano, Leonardo Araujo & Fabio Vannucci
Planning: Rodrigo Maroni, Jose Lucas de Paula & Daniela Ferrari
Digital Strategy: Sabrina Teixeira
Agency Producers: Rodrigo Ferrari, Tais Olhiara & Ian Inglez
Production Company: YOURMAMA
Executive Producers: Mayra Faour Auad, Andre Pinho & Fernando Carvalho
Coordinator: Joao da Terra
DOP: Mauricio Padilha
Production Art Director: Ana Henriques
Production Director: Latino Melo
Post-production: Warriors VFX
Post-producer: Cris Arbex
Colour Grading: Marla Colour Grading
Sound Design: Satelite Audio
Musical Directors: Roberto Coelho, Kito Siqueira /&Daniel Iasbeck
Sound Production & Post: Satelite Team
Client: Ambev (Budweiser)
Client approval: Ricardo Dias, Bruna Buas, Alice Alcantara & Mariana Bier