Brahma Beer and soccer: a long-time partnership. The problem is that it is now forbidden by law for beer brands to sponsor the teams' jerseys. So, we went where the players love to show off: in their hair.

Football players make up trends all the time. And the fans are inspired by them. If we can't sponsor the jerseys anymore, we go to the hair. Foamy Haircut: a cut that brings back the golden liquid of Brahma and its iconic foam on top.

We turn the players' heads into media. In addition to the players playing live, we also have influencers targeting every audience with Foamy Haircut. The campaign continued with OOH, Bumper Ads, TV commercials, Instagram filters, etc.

We invited one of the main players, to start this movement. He took the pitch without anyone knowing, unbranded. Soon after, we released a film to tell people about this movement. We also released a tutorial on how to do this haircut.

More than the highest rated campaign in the history of Brahma, Foamy Haircut has entered popular culture. With more than 415 million impacts and it still got over 37.6 million in spontaneous media. During the campaign period, Brahma beer sales increased by 39%.