Itaipava Beer - 100% Summer
Role: concept, copywriting.
︎ An old one that requires a bit of cultural context. It might be retired from this book soon, so I hope you enjoy it while you can.A few years ago, Brazilian mainstream beers began launching fuller-bodied formulas to target a more, ahem, sophisticated audience favoring international labels. But Itaipava Beer remained light, refreshing, and casual — the ideal drink order for the Brazilian summer.
In these films, we created a character inspired by the ubiquitous kiosk waiters on the country’s beaches.
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On a crowded Brazilian beach, your best shot at getting the kiosk waiter's attention is by gesturing from afar.
Please first turn on CC below.Another classic from Brazil's sands: calling vendors by the name of the product they sell. Quite rude, I know.
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