Brazilian Carnival is meant to be fun. Worrying about your personal belongings – especially the “essential” phone dims the festivity’s lustre. AMBEV’s Brazilian beer brand, Brahma, is the Carnival’s biggest sponsor. It wanted the event to bring joy not cause fretting. So it created a way for people to leave their expensive phones behind. Agency, Africa Creative (part of Omnicom Group’s DDB Worldwide), stepped in to help with its idea.
The ingenious Brahma Phone is a device designed for festival-goers to carry into the heart of the party, stripping back to only what’s essential: calling, SMS, GPS, a transportation app, and an 8-megapixel camera. This innovation lets party-seekers leave their high-tech worries behind, ensuring the celebratory spirit remains unbroken.
The Brahma Phone introduction at Carnival was met with such a positive reception, the brand will, of course, extend that same carefree spirit to other events, promoting stress-free times at some of the world’s most famous gatherings.
Apart from its physical help, Brahma Phone stands as a symbol of creativity and consumer connection. “Brahma is more than a beer; it’s a brand that solves real problems for those eager to celebrate life fully. This project perfectly encapsulates our approach to meaningful engagement with our consumers,” commented Sergio Gordilho, co-president and CCO of Africa Creative.
The phone, available to those over 21, underscores Brahma’s broader vision of fostering greater freedom across a variety of public festivities.
Client:
Client: Brahma [AMBEV]
Client Team: Daniel Wakswaser, Maurício Landi, Joice Carvalho, Mariana Montoaneli, Caique Lima
Agency: Africa Creative
CCO: Sergio Gordilho
Co-CCO: Nicholas Bergantin
Creative Director: Henrique Martins and Raphael Santos
Creatives: Raphaela Filippetto, Lucas Menegotto, Rafael Teixeira & Giovanna Carvalho
Co-COO: Heloísa Pupim
Account Service: Rafael Marques, Vivianne Santos, Luisa Pires, Giulia Fernandes
VP Media: Pedro Eustachio
Media: Thiago Martinez, Victor Berto, Caroline Richa, Victoria Molina, Carolina Oliveira, and Wenderson Gontijo
VP Planning: Ana Paula Kuroki
Planning: Pedro Paulo Martins Fernandes, Renata Ribeiro da Silva, Giovanni Cozer
VP of Special Projects and Creative Content: Juliana Leite
Director of Special Projects: Lica de Souza
Project Manager: Thays Miranda
Creative Producers: Theo Etlin, Giovanna Lima, Laís Cattena, José Henrique, Raquel Martins
Production Assistant: Valentina De Luca
Product Personalisation: Monkey Produções
Director of Customer Service: Renata Romo
Director of Production: Talita Matteoni
Executive Director: Paula Correia
Production Assistant: Carolina Martins
Set Designer: José Roberto Santos
Logistics: Ramon Santos
Graphic Artist: Fabio Ferreira
Visual Communication: TKCV
Printing House: Oba Print
Agency Production: Rodrigo Ferrari, Tais Olhiara & Carmen Castilho
Image Producer: Kaus
Director: Los Pibes
Director of Photography: João Fröhlich
Executive Production: Thiago Mascarenhas / Camila Martinez
Producer: Carol Duarte
Coordination: Larissa Luisi
1st AD: Vinicius Lombardi
Post Production: Guava Post
Post Service: Letícia Almeida
Editor: Lucas Brasileiro
Finishing: Renan Chagas
Colour: Acauan Pastore
VFX: Flow Effects
Sound Production: Satelite Audio
Musical Direction: Roberto Coelho, Kito Siqueira & Hurso Ambrifi
Account Services: Fernanda Costa, Renata Schincariol & Daniel Chasin
Music Production: Roberto Coelho, Hurso Ambrifi, Charly Coombes, Thiago Colli & Koitty
Assistant Music Production: Alexandre Avicena
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa, and Iran Ribas
Finishing Assistant: Esteban Romero
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira, and Mariana Tardelli
Film & Photo Production: Thinkers Studios
Director: Hick Duarte
AMBEV Production: DraftLine Integrada
Head of Audiovisual Production: Julia Kannebley
Executive Production: Karin Stuckenschmidt and Carlos Grübber
Producer: Bruno Arneiro
