Brazil has the highest levels of anxiety in the world. Beer brand, Cerveza Patagonia, has its origins in the mountains of Argentina. Agency, Beta Creative, realised that it could show people the calming effect that spending time in the mountains can bring and encourage them to use it. So the two partners conducted an experiment to prove it.
Twenty participants with high levels of stress and anxiety were interviewed by psychologist and psychiatrist, Lia Luz. Three participants were selected to spend a week in wood cabins in the mountain city of Cambará do Sul, in the South of Brazil. Their levels of patience, sleep quality, fatigue, irritability, self-criticism, and compulsive eating were measured before, during, and after the experiment. They dropped dramatically.
The campaign launched on September 23, Brazil’s national stress awareness day, with the participation of renowned Brazilian philosopher, Viviane Mosé, who provided her voice as well as tailor-made content reflecting on how transformative the mountains can be on people’s mental health.
“We created a movement which not only proves that being surrounded by the mountains has a therapeutic effect but also invites people to question how much pressure they are putting on themselves,” commented Daniel Silber, Brazil’s head of marketing at Cerveza Patagonia.
The Mountain Experiment is Cerveza Patagonia’s first campaign created by Brazilian advertising creative and buzzmaker, Bernardo Tavares, former senior copywriter at David Sao Paulo, now creative director leading Collective Beta – a hub developed by Bernardo, Patagonia’s head of marketing Daniel Silber, and its brand specialist Eduardo Fernandes. The new collective aims to bring creative freelancers to work with the brand directly, allowing new ideas to be tried and tested to achieve a stronger brand positioning and greater buzz.
“The partnership started naturally from the desire to create the kind of content the brand needs and giving creatives room to come up with innovative campaigns. It’s something new, with no obstacles, zero egos, and with a lot of collaboration. I don’t know where this path will lead us to, but that’s OK. It is a beta test,” stated Tavares.
Brazilian duo I.M (Irmãos Meirelles) directed the film. The sibling filmmakers were shortlisted this year at the Young Directors Award and took home a Film Lion at Cannes and a Pencil at the One Show. “This film was very unique because we were able to collaborate with the creative team so closely. This process definitely had a huge impact on the final result, to a point where our ‘director’s cut’ is actually the film that’s going out to the world. We’re very proud of the film we were able to make together,” the duo commented.
Credits:
Client: ZX Ventures Brasil (Cerveza Patagonia)
Head de Marketing: Daniel Silber
Brand Specialist: Eduardo Fernandes
Agency: Beta Collective
Creative Director: Bernardo Tavares
Art Director:s Victor Yves & Leandro Bechara
Copywriter: Bernardo Tavares
Production Company: Café Royal
Director: Irmãos Meirelles
Executive Producers: Moa Ramalho & Giovana Grigolin
Production Coordinators: Alex Missaka & Chélide Teixeira
Account Management: Bruna Chamlian
Post Production Direction: Letícia Leandro
Photography Direction: Juliano Dutra
Production Direction: Matheus Mombelli & Pedro Aurélio
1st Assistant Director: Julia Garcia
Casting Production: Fabi Freitas
Post Production Coordinator: Andreza Oliveira
Post Production Assistant Coordinator: Juliane Conti Rezende
Post Production Assistant: Hugo Leonardo de Souza
Post-Production & VFX: Hub VFX
Editors: Fábio Meirelles & Gabriel Azeredo
Post-Production: Luana Daminelli
Colour Grading: Acaua Pastores
Sound Production: Cordel Áudio
Original Music: André Caccia Bava
Sound Design: Henrique Meyer
