To show that “Good things bring good things,”we created a 5-episode series telling the story of Vavá, a trash picker who finds an envelope full of money on the ground. He’s thrown into an engaging story as he tries to find the owner of the envelope, always wondering whether it’s the right thing to do, since his wife’s little bar is falling apart and the money would make a big difference for them. In the end, Vavá finally returns the money. Days later, he finds a crowd outside his wife’s bar. What he didn’t know was that the envelope belonged to the president of a Carnival “bloco” and the money was what he was going to use to pay all his employees.They fix up his wife’s bar out of gratitude and compose a song in his honor. And the audience was invited to take part in the series finale/party. Live.

Though the beer is sold across the country, the “Na Lata” campaign focused exclusively on Rio de Janeiro residents (the brand’s most loyal consumers).

In addition to TV ads and billboards, the publicity campaign included trailers in movie theaters, skip ads on YouTube, and a number of ads on online portals, Facebook, and Spotify.

The bloco featured a band famous for livening up Rio de Janeiro’s Carnival street parties, as well as one of the biggest stars in Brazilian pop music: Preta Gil. Who sang, among other things, the songs from the series.

• 32 million views in under a month

• 13.7 million reached (90% of the brand’s target)

• 2.3 million interactions

• Sound on 860% higher than facebook’s avarage

• Over 800k plays on the show’s Spotify channel