F/Nazca Saatchi & Saatchi changes women from Skol’s sex objects into Skol’s audience

Like many products aimed at men, Brazilian beer brand, Skol, has a history of advertising that’s ugly. Ugly in that it’s sexist – representing the stereotypes that have been men inflicting on women…let’s be honest, until very recently.

Skol’s agency, F/Nazca Saatchi & Saatchi, has realised that it’s time to clean its slate and reassess its appeal. “These images are part of our past. But the world has evolved, and so has Skol. This doesn’t represent us anymore,” Skol says through F/Nazca’s copy in the video for its new campaign.

And Skol isn’t trying to hide its past. It’s owning up to it. Owning up to it and changing it in a way that people will notice. Changing the original artwork, rather than replacing it.

The campaign is called Reposter and what the agency has done is to recreate past Skol posters – without their sexy women manbait images. To do that, the agency called on six female illustrators, Eva Uviedo, Criola, Camila do Rosário, Elisa Arruda, Manuela Eichner and Carol Rossetti, each of whom was allowed to inject what she believed was needed. One illustrator, Arruda, noticed that women were always serving the beer. She wanted women to be seen drinking it.

“I accepted this project because I think it’s important to deconstruct stereotypes, preconceived notions,” Criola stated in the video.

Credits:

Agency: F/Nazca Saatchi & Saatchi

Executive creative director: Fabio Fernandes
Creative director: Theo Rocha
Creatives: Theo Rocha, Gustavo Mayrink, Lara Roncatti, João Freire, Bruno Castellotti & Wander Tosta
Account Supervisor: Ricardo Forli, Thiago Iusim, Marcela Paiva & Julia Marquezi

Planners: Erika Kitabayashi, Quentin Mahe & Murilo Toda
Agency roducers: Giuliano Springhetti, Elucieli Nascimento, Fernanda Sousa, Rafael Paes & Victor Alloza

Production Company: Vetor Filmes
Director: Luiza Campos
Executive producers: Alberto Lopes, Paula Moraes & Francisco Puech
DoP: Camila Cornelsen
Post production: Vetor Zero Team
Sound: Loud