T-SHIRT by Yellow Lima for Brahma

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T-SHIRT

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Peru
Agency Yellow Lima
Art Director Luis Carlos Espadín Villegas
Producer Christian Stigler
Account Supervisor Adriana Rivero
Released September 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: AMBEV
Product/Service: BRAHMA
Agency: YELLOW
Chief Executive Officer: Enzo Montalbetti (Yellow)
Chief Creative Director: Luis Fuentes Pastor (Chulo) (Yellow)
Head Of Art: Jose Alfredo Alcázar (Yellow)
Copywritter: Miguel Salomón Castrat (Yellow)
Art Director: Luis Carlos Espadín Villegas (Yellow)
Account Manager: Diego Reves (Yellow)
Account Supervisor: Adriana Rivero (Yellow)
Account Assistant: Jose Portilla (Yellow)
Producer: Christian Stigler (Yellow)
Media placement: Event - RHCP Lima Concert - The Lead Singer, Anthony Kiedis - 14 Sept 2011

Insights, Strategy & the Idea

Context:
- Red Hot Chili Peppers coming to Peru for the first time.
- Brahma was declining in consumer choice and loyalty.
- The brand "Peru" has being all the rage among Peruvians.
Challenge: Without depending on sponsorship from the band, they would become unofficial ambassadors of Peru.
How we did it: we created a strong message: 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”.

Creative Execution
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.

Results and Effectiveness
An American band became unknowing ambassadors of Peru for the world to see. What started as a small funk concert has turned into a worldwide phenomenon making many people proud to be Peruvian.
Anthony Kiedis, leader of the band, wore that t-shirt for free at more than 30 concerts around the world. 10,000,000 viewers watched MTV´s live transmission. RED GLOBO – Brasil broadcasted Rock in Rio allowing almost 30,000,000 viewers watched the Rock in Rio broadcasting live.
Youtube Channel reached 1 000 000 hits during its transmission. 75% increase in brand preference
120% Brand consideration. More than 1,200,000 fans saw our t-shirt live in every concert around the world.