Client: InBev Brahma
June 11th. The day that a brand moved the Valentine's Day in Brazil.
Unlike anywhere in the world, Valentine's Day in Brazil is celebrated on June 12th. But in 2014, it was exactly the same day of Brazil's National Team debut on FIFA World Cup - bad news for those who wanted to watch their true passion but also wanted to spend time with their true love. In order to make all sides happy, Brahma - the largest beer brand on the market - launched a manifesto encouraging people to celebrate Valentine's Day one day earlier: June 11th.
Big brands like Walmart, UCI, Durex, Applebees immediately saw an opportunity to partner up with Brahma and joint to the #Movimento11, offering special discounts on products and services for couples that decided to move the celebration to June 11th.
On June 11th, bars, restaurants and motels all over Brazil were packed. The movement gained strength and was covered in the country's main media and even in the international media, which recognised that June 11th had transformed into Valentine's Day. Social engagement was historic for the brand. We were Brazil's number 2 trending topic the day before the World Cup with #Movimento11. More than 26,000 photos of couples celebrating June 11th were shared on Instagram.
We launched a Manifesto film on TV and online, and the website movimento11.com.br brought together all the offers, contents, videos, tweets and news about the #Movimento11. Bloggers and celebrities joined the movement and helped to spread it throughout the country.
June 11th Activation with Tickets to the Opening Match of 2014 World Cup.
My role: Idea, Art direction, Strategy.
VP: Sergio Gordilho
Creative Director: Eco Moliterno
Art Director: Caio Fernando, Caio Gandolfi
Copywriter: Raul Palhares, Diego Ferrite
Illustration: Caio Fernando, Caio Gandolfi, Rogério Lionzo
Film Production: Bossa Nova Films
Director: Gonzo Llorente
Film Activation June 11th
Film Production: Big Bonsai
Director: Marcelo Bozzini