Cannes Lions

FEAT. REFRESH BY SKOL

GUT, Sao Paulo / ABINBEV / 2020

Case Film
MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Background

Since 1998 the logo of Skol - Brazil's biggest and most refreshing beer - has been … well a refresh sign. 23 years later, it was time to refresh the refresh logo. But instead of changing its iconic design, we decided to amplify its meaning. So the beer which refreshed people’s throat, would now Refresh everything. Starting with music.

Idea

We challenged one of Brazil’s biggest hitmakers to create a song together with one of the world’s most famous voices: the google translator. The result of this unexpected Feat. was a music video

Strategy

By teaming up with Psirico - one of Brazil’s most popular bands - we reached their fanbase from the get go. But by adding the google translator into the mix we engaged millions of other people who wanted to hear the outcome of such an unexpected collaboration.

Execution

Psirico and Google Translate went to a recording studio and the outcome was a song that talked about the challenge. Google Translate’s voice was used to create the chorus of the song using the repetition of the letter "k", which is how Brazilians laugh on social media. The music video was posted on Skol’s social media channels and on the artists’ Instagram. It was also available on Sua Música, the biggest audio streaming platform in Brazil after Spotify and Deezer.

Outcome

Psirico Feat Google Translate reached over 12M people and the music video generated over 150M impressions. The music video had a retention rate 48% above average. It inspired thousands of brazilians to take on the Google Translate challenge to create songs of their own and helped putting Skol in the center stage of culture with a song by one of the countries top influencers.

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