Carnival is, without any doubt, the biggest national festival in Brazil. From the Friday before Ash Wednesday, the entire nation unites in one big street party for five consecutive days. Over 46 million national and international visitors are mobilized to party across the country.

The 2023 edition of the event marked the return to normality for Carnival revelers after two years of cancellations due to the coronavirus pandemic. The expectations were high, especially regarding the attendance of celebrities and football players. The latter usually are in the midst of important championships in that period need to be mindful of their physical health. With that in mind, Brahma, one of the most traditional sponsors of Carnival and football, decided to combine these two national passions.

The campaign aimed to leverage Brahma's sponsorship of both carnival and football, creating a humorous and engaging activation that would connect with fans of both events.

The satirical concept of a state-of-the-art medical department in the middle of Carnival appealed to the target audience of football fans and carnival-goers, resulting in people posting videos pretending to be injured while playing football to get in. These videos were shared on social media platforms like Twitter, Instagram, and TikTok, creating a viral effect that amplified the campaign's reach, and placing the conversation as a trending topic. The experience helped Brahma stand out from the competition, becoming the top brand during carnival, with an 850% earned media increase from the previous year, and a brand recall 2x bigger than the second brand. Complementary metrics are the 27.3 earned impressions and 312 million in impact. Overall, the campaign achieved its goal of connecting Brahma beer with Brazil's biggest cultural traits.

The Brahma Medical Department was a unique and innovative concept that transformed the traditional box at the Sambadrome, which Brahma has owned for over 30 years, into a state-of-the-art medical department that catered to both football and carnival enthusiasts. This space offered not only medical services but also a party venue and chilling space for professional football players during Carnival. Equipped with advanced facilities such as a physiotherapy gym, cryotherapy tub, ice bag, compression boot with can holder, and healing spray that resembled beer foam, it provided a fun and satirical atmosphere. The campaign successfully connected to its target audience and increased marketing effectiveness and brand connection.

Brahma Medical Department, leveraging its more than 30-year ownership of a box at the Sambadrome, transformed it into a creamy medical department. The Carnival is Brazil's largest national festival and is deeply ingrained in the country's culture, alongside football, which is also a significant part of the national identity. The campaign utilized Brahma's sponsorship of both events and created an interactive activation that resonated with the target audience. The amusing idea of the Brahma Medical Department being a party venue and a relaxing area for professional football players during Carnival was well-received, generating interest in traditional media and social media.