The streets are the symbol of the LGBTQIA+ fighting. On the streets the community conquered their pride and showed society they deserve to be themselves the way they are and wouldn't accept any kind of judgment and prejudice anymore. That’s why putting their bodies on the streets during Pride Parades is so representative for the community.

But with COVID-19, this wouldn’t be possible. And for the first time in many years, pride wouldn’t be seen on the streets.

In order to show support to LGBTIA+ community during Global Pride Day, Ambev united the colors of 6 of its most iconic brands and its trucks to raise the symbol of LGBTQIA+ resistance by recreating the LGBTQIA+ flag in the same place, and time the Brazilian Pride Parade was supposed to happen, carrying an empowering message: #PrideNeverStops, to remind the world that even on quarantine, the pride of the LGBTQIA+ community never stops.

The hashtag directed people to the campaign where its film, broadcasted in prime time during Brazil’s most watched TV journal, inspired people to share their stories of pride. Each shared story was converted into money for LGBTQIA+ NGO’s. More than $100k were donated.

The strategy was designed to empower the LGBTQIA+ target and also society to show how important and representative it is for this community to show their pride on the streets during Pride Parades.

So once the 6 trucks of brands with LGTBQIA+ colors were aligned at the same time and place the Pride Parade was supposed to happen, we started the campaign that the help of influencers . This stunt triggered the campaign with a film aired on prime time during Brazil’s most watched TV journal, inviting our target to share stories of pride. The biggest influencers in the country were the first to share them and we started to convert shares into donations to support LGTBQIA+ NGOs.

On Global Pride Day, to show support to LGBTQIA+ community and empower their pride that couldn’t be seen on the streets because of COVID-19, we aligned the 6 trucks of Ambev’s brands with LGTBQIA+ colors at the same time and place the Pride Parade was supposed to happen. This stunt triggered the campaign with a film aired on prime time during Brazil’s most watched TV journal. And with the help of the biggest influencers in the country, we invited our target to share stories of pride on social media where each shared story was converted into donations to support LGTBQIA+ NGOs.