Cannes Lions
GUT, Sao Paulo / ABINBEV / 2020
Overview
Entries
Credits
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.
Similar Campaigns
12 items