Skol is Brazil’s biggest beer brand and throughout the 1990’s it was also Brazil’s most loved beer brand, with a clear place in cultural conversations. But in the mid 2000’s Skol lost its role in culture and traditional advertising campaigns were failing in making the brand part of conversations beyond the trade. In 2020, Skol was the sponsor of São Paulo carnival, and our brief was to create an idea that helped to leverage the love for the brand by showing that Skol is the perfect beer for long lasting fun moments, such as Carnival.

Cloud Seeding is a type of weather modification that changes the amount of precipitation that falls from clouds. By seeding fresh water into it, it increases the volume of water inside clouds beyond its capacity. The result? Rainfall.

So to keep the carnival (and the sales going), Skol used cloud seeding to intercept rainy clouds and make the rain fall before they reached town.

90% of Rainy clouds enter the city of São Paulo through its east side. So to interrupt the rainy clouds in time, we set up camp on an airfield a few kilometers from the cloud's entry point. Weather scientists analyzed the behaviour of clouds in real time, and every time a rainy cloud was detected the Skol airplane took off with one mission: make clouds precipitate before they reached the party area.

2 weeks before Carnival Vice Content released a branded content series that made our audience aware of Skol’s mission to save the Carnival. Using dark social, we engaged the organizers of the street parties through whatsapp groups. During Carnival, digital OOH showed real time images of the Skol Airplane in action. The Skol airplane flew 34 times during Carnival. And stopped 29 rains from ruining the street parties.

National and international media covered the story in at least 72 organic ports and articles, reaching an audience of more than 77.5 million people, all organic. 73 Million people on target. Skol was the most searched brand on Google - amongst all brands, not only in the beer category - during the 5 days of Carnival. On Twitter Skol was the number one brand in Social Mentions.The Skol Airplane became part of pop culture and sales increased by 10% compared to the same period in the previous year.