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SUMMARY

In early 2020, Budweiser once again returns to its campaign within Lollapalooza Brasil. With the Open For Kings concept, the brand brings the proposal to show that the festival is open to great talents with great stories, showing that the characters of the film have a unique trajectory, as only a true King can have.

Our story is told through our main protagonists, Emicida, Drik Barbosa and Djonga, who already have a relationship built with the brand, presenting the challenges that show since difficulties traced in the beginning of their career, gender equality and as the base of people that has been with us since the beginning is the strength that makes us get there.

SUMMARY

To talk about the hip hop escene in Brazil, we launced a comercial with the most famous hip hop artist in brasil Emicida, Djonga and Drika.

Also for the International Women's Day que made a video clip with three women artists. The rap made by women is often labelled as “rap de mina” , basically translated as rapping like a girl - a pejorative term.
International Women's Day is a day to fight for respect and equal rights. The Brazilian rap scene is dominated by men. Thus, when women rap, it’s not unusual to hear disrespect and sexist comments like “this is girls’ rap not real rap”. Budweiser wants to change it.
So, in order to bring the discussion to the table we invited three rappers - Drika, Alt Niss and Stefanie to help us. They created a song that talks about gender equality and all the things they’ve had to overcome in their careers

Creative team: Rodrigo Barbosa, Fernando Marar, Andrea Souza , Gabriel Francas, Fill Almeida

Role: Creative Direction

SUMMARY

For Bud, being King is honoring your starting point.
We honor the Viaduto Santa Tereza, a hip-hop temple in Belo Horizonte.
A song inspired by tweets, written by Djonga and released live at Planeta Brasil Festival 2020.
In parallel, Kings Essentials was also launched, a collab with the NEPHEW brand, containing key items to compose the style of the crowd that went to enjoy the show at the festival