We needed to inspire, be uncomplicated, hypnotic, recognize a virtue, not preaching one. Brahma campaign needed to be like the beer: inviting, insinuating. Not demanding, obvious, imposing.Brahma Sutra emphasizes improvisation and fluidity, something to be revealed in the heart, not the brain. It’s like Brahma and the consumer are making eye contact, eager to come closer and see what pleasure they can offer each other.The colors, the details, the forms…seducing and sharing, without saying, no descriptions needed.

Our communication needed to be the way we are: simple in our structure, rich in our moves, effortless in our rhythm.

First things first.We used special events and parties to distribute the Brahma Sutra, spreading the idea through a very selective group of people. You had to be the right person to be invited, and then, you had to be at the right place, at the right time, so the Brasilian attitude would come to you. Not for everyone.From there, we took the streets and key on premise accounts. Letting them live the brand through unexpected work that made them smile and carry the Brahma experience with them. It was never about quantity, but about quality of exposure.