Carnival is Brazil's most famous festival. The celebration goes on for weeks, with revelers partying in street parades, beaches, and bars. And everything is shared on social media. The enjoyable moments and also what comes after the fun: the hangover. That's right. The hangover is so heavy that many people even promise to quit alcohol altogether, registering their resolutions on Twitter. The challenge was for Heineken to enter this social media conversation and keep the celebration going.
On the first day after Carnival, we went to Twitter, found hungover people with these promises, and offered a deal they could only accept: a contract for them to quit drinking while continuing to drink Heineken 0.0, an alcohol-free beer. It was simple: sign the contract, win our 0.0 beer, and keep your resolution intact.
On the first day after Carnival, we went to Twitter, found hungover people with these promises, and offered a deal they could only accept: a contract for them to quit drinking while continuing to drink Heineken 0.0, an alcohol-free beer. It was simple: sign the contract, win our 0.0 beer, and keep your resolution intact.
RES0.0LUTION
Sponsoring stop-drinking promises to drive beer sales.Role: Creative Director
Creative Team: João Eustachio, Ana Carolina Miranda, Mauro Elton.
