T-SHIRT by Yellow Lima for Brahma


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Industry Beers and Ciders
Media Design & Branding
Market Peru
Agency Yellow Lima
Art Director Luis Espadín Villegas
Copywriter Miguel Salomón Castrat
Producer Christian Stigler
Account Supervisor Adriana Rivero
Released September 2011

Credits & Description

Category: Promotional Item Design
Advertiser: AMBEV
Product/Service: BRAHMA
Agency: YELLOW
Chief Executive Officer: Enzo Montalbetti (Yellow)
General Creative Director: Luis Fuentes Pastor (Yellow)
Head Of Art: Jose Alfredo Alcázar (Yellow)
Copywriter: Miguel Salomón Castrat (Yellow)
Art Director: Luis Espadín Villegas (Yellow)
Account Manager: Diego Reves (Yellow)
Account Supervisor: Adriana Rivero (Yellow)
Account Assistant: Jose Portilla (Yellow)
Producer: Christian Stigler (Yellow)
Supporting Video: Angel Rodriguez (Yuca Star)
Media placement: Clothing - Concert / Anthony Kiedis Chest - 16 Sept 2011 - Still Counting
Describe the brief from the client
Red Hot Chilli Peppers were coming for the first time to Peru, so our client wanted us to do something that could grab the band's attention during the concert, obviously, involving our brand.
Describe the challenges and key objectives
However, there was a huge problem, it was prohibited to have any brand on stage during the concert. Even worse, we had a low budget and didn't even have the band's sponsorship
So without depending on the bands sponsorship, we had to find the way to make ourselves noticed during the concert.
Describe how you arrived at the final design
We studied the band outfits and personality.
And here is what we did: First, we took advantage of the coincidence that our brand, our country (Peru) and the band are all owners of the colour 'red'; all of them also has 'hot' personality. So all together were simply 'Too red & Too hot'.
Then, we went back to basics, we put our design on a t-shirt and did what any fan would have done: throw it on stage during the concert.
Give some indication of how successful the outcome was in the market
Anthony Kiedis, leader of the band, wore that t-shirt for free at more than 30 concerts around the world. 10m viewers watched MTV´s live transmission. Red Globo – Brazil broadcasted Rock in Rio allowing almost 30m viewers watched the Rock in Rio broadcasting live.
YouTube Channel reached 1m hits during its transmission. 75% increase in brand preference 120% Brand consideration. More than 1.2m fans saw our t-shirt live in every concert around the world. Worldwide Trending Topic for a whole month.