FOAMY HAIR
Client: Brahma
SUMMARY
Brahma's smoothness is unmatched by any competitor - so much so that we even call it Brahmoothness. As the official sponsor of the greatest soccer teams in Brazil, Brahma took smoothness where no other beer had taken it before: to the heads of the stars. Inspired by haircuts like Ronaldo’s Cascão, Biro Biro’s Mullets, Ronaldinho’s Headband and many other that represent the smoothness of the Brazilian soccer style, we joined Ariel, Rei do Blindado, and created The Foamy Haircut: a hairstyle that resembles a glass full of Brahma. The trend started with Reinaldo from São Paulo FC, then was adopted by music, TV and Instagram celebrities until being featured on the heads of Chelsea's Thiago Silva and Jorginho as they won the UEFA Super Cup - showing off The Foamy Haircut to the world ahead of all other sponsors.
Creative team : Julia Mallevasi, Joao Rios, Bruno Reis, Raphael Santos, Alexandre Giampaoli, Marcelo Bruzzezi, Matias Menendez
RECOGNITION
Cannes Lions 2021
1 Gold Lions - Social Influencer
4 Silvers: Social / Media/ Entreteinment /Direct
1 bronze: Brand experience
D&Ad
1 Silver - Media
1 bronze: Experimental
El Ojo
2 Golds - Media
2 Silver: Experimental