In Brazil’s favelas, a new way of drinking whisky was born, mixed with an energy drink and flavoured ice, and called a copão. The same street culture produced nail art as a form of expression. Putting these two together, AlmapBBDO created a campaign, Na Mão do Rolê (The Party’s in your Hands), for Diageo’s White Horse whisky, that places urban attitude and Black culture at the centre of its narrative, and brings in Coco Leve’s flavoured ice.

The campaign film’s narrative was shaped by a team of heavyweights – nail designers  Ana Silva (@nailss_anasilva) and Pabline (@difere.nails), who’ve made a name for themselves with their stunning technique and visual innovations; Crocodilagem (@_crocodilagem), the jewellery designer behind the shine of street culture; MC Luanna (@mcluanna_), an up-and-coming voice in the new rap scene, whose verses bring a powerful combination of identity and emotion; and Puro Roxo (@puro.roxo), an influencer, musician, and comic plugged into the latest in trap, funk, and fashion. 

Not only does the campaign roll out pineapple-flavoured ice – a first in Coco Leve’s portfolio, made especially to match the distinctive flavour of White Horse – it aligns itself with who’s really behind street culture, and elevates the trend of having the “party in your hands”.

Coco Leve CEO, Pedro Henrique, underscored the importance of street culture and its intrinsic connection to the brand, “Coco Leve is proud to have walked hand in hand with street culture from the very start. And those are the very hands we’re celebrating today in this partnership.” 

“Our mission was to put local, trendsetting talent at the centre of our narrative and celebrate Brazil’s talent for cultural creativity,” added Patrícia Ruggieri, head of whisky portfolio at Diageo. 

Credits

Client: Diageo [White Horse]
Client Team: Paloma Di Santo, Patrícia Ruggeri, Vinícius Keji Nikaido & Tímea Országh

Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCO: Pernil
VPs of Creative: Fernando Duarte & Henrique Del Lama.
Executive Creative Directors: Eduardo Lima, Pedro Corbett &Rodrigo Adam
Head of Design & Craft: Eric Benitez
Creatives: Kássia Alves & João Eustachio
AV Production: Diego Villas Bôas, Aline Silva & Marcia Granja
COO: Rafaela Alves
VP of Client Services & Business: Renata Carvalho
Client Services: Warley Vieira, João Pedro Mundicelli Leisnoch & Iris Lima
CSO: João Gabriel Fernandes
Strategy Team: David Gross, Isabella Ayub, Flávia Antoniolli & Ederson Amorim
Content Team: Marcela Ramos, Loniele Nascimento And Nicollas Kdouk
Media Team: Renata Caovilla, Sheila Uyeda, Amanda Siqueira And Cauan Freitas

PR Agency: Pros
Co-Ceos: Daniela Graicar & Fernanda Tchernobilsky
Accounts Director: Jéssica Carvalho
CCO: Adriano Abdalla
Creative Director: Pedro Capellão
Head of Art: Julian Akinaga

Film Production: Love Pictures Company
Director: Paulo Nascimento
Director of Photography: Pepe Mendes
Producer: Wal Tamagno
Executive Producer: Joana Duchiade

Editor: Bruno Alves
Colour: Erick Moraes
Audio Production: Punch Áudio
Producer: Cristiano Pinheiro
Creative: Sku
Executive Producer: Lili D. Aragoni