On the days when Brazil was playing in the World Cup, hours before the game when everyone was leaving work, beautiful women rappelled down the façades of office buildings in São Paulo.While they made their descent, they knocked on windows calling the attention of the people, inviting them to sample the beer on the ground floor. There, a group of promoters offered samples of the product and gave away vouchers for one Devassa beer in bars.The activity also attracted the attention of people on the street and in neighbouring buildings who were curious to know what was happening.

Rappel Devassa was an action to stop traffic right in the city of São Paulo. Many people were taking pictures, and everybody was talking about it. Devassa made the news spontaneously and instantly.Some results:- 2,233 approached directly.- 1,930 beer vouchers distributed in participating bars.- 22,500 people impacted on the streets (estimated).