Kaiser, one of the most famous Brazilian beer brands, wants to be the mean sponsor of the Mineirão, one of the biggest Brazilian soccer stadiums which were sponsored by another important beer brand. This following work was a campaign to win the Kaiser’s account for this implementation.
The starting point was the global concept of Kaiser - “You are the man, you are the Kaiser” - because the new campaign will be a part of it. From this point of view, we brought this ‘Kaiser Man’ inside the stadium and the soccer universe to create an innovative Kaiser experience, different of everything that soccer fans have ever seen. Through this experience, we wanted to show that Mineirão is the right place for the real and authentic soccer fans to support their teams.
We created a powerful concept that plays with a popular saying (“man with a capital M”):
KAISER, THE BEER OF THE FAN WITH A CAPITAL F
We wanted to show that Mineirão is the house of every kind of big soccer fan in every text and image of this campaign. We wanted people wanting to go there because it is the best place to feel the game with joy and passion. We built a unique experience that related the soccer universe with the fan’s life because every fan has a particular way to enjoy his team. In the end of this experience, a group of fans would stay literally inside the game, near the soccer players, to watch like a real fan deserves.
- Project Roles
- Conceptual, Copywriting
- Advertising, Branded Content
- Project Industries