Brahma Print T-SHIRT by Yellow Lima

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
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: Best Sponsorship or Partnership Campaigns
Advertiser: AMBEV
Product/Service: BRAHMA
Agency: YELLOW
Chief Executive Officer: Enzo Montalbetti (Yellow)
Chief Creative Officer: Luis Fuentes Pastor (Chulo) (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: Event - RHCP Lima Concert - Multiple media worlwide - 14 Sept 2011

Describe the objective of the promotion.
Red Hot Chili Peppers were coming to Peru for the very first time. Without the sponsorship of the band and no budget, we wanted to turn the band into our brand partners unknowingly.

Describe how the promotion developed from concept to implementation.

Little Big Idea. Compared to other multimillion dollar sponsorships, we would only invest in a single concert ticket, a T-shirt and a strong message,

First: we created the message, then 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 with hot personality and together were simply 'Too RED & Too HOT'.

Second: we went back to basics: we put our message on a T-shirt and did what any fan would have done: throw it on stage during the concert.

Explain why the method of promotion was most relevant to the product or service.
With the Red Hot Chili Peppers coming to Peru for the first time, hundreds of brands tried to become partners, but because of legalities and the band's policies no one could advertise on stage. However we managed to be in the most important and visible place of the concert, the stage.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Anthony Kiedis, the lead singer, unknowingly carried our message around the world for free (at more than 30 concerts around the world) 10m viewers watched MTV´s live transmission. RED GLOBO – Brasil broadcast Rock in Rio allowing almost 30m viewers to watch concert 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.