Brazil is one of the mos sexists countries in the world. We seem to be very opened to change and diversity from the outside, but actually our society is led by patriarchic and religious values. It's already difficult for Brazilians to accept changes such as gender equality or LGBT rights, but it's becoming even worse now with a strong conservative wave powered by the loss of hope in our previous politics progressive years. It's impossible to count only with public initiatives to fight prejudice and hate, that's why brands with progressive values, such as Skol, are so important to help build a more harmonious society for everyone other than already privileged white straight males. Our campaign used an iconic sign from the past to help people see how bad hate and prejudice look.

"Metamorfose Ambulante" is a number one hit from the 70's, written and recorded by deceased rockstar legend, Raul Seixas. One of the most popular Brazilian songs of all times, an anthem of evolution and change, the chorus talks about how "I'd rather be a walking metamorphosis than having that old opinion about everything". Everybody knows how to sing it, but we decided to remind them of what the song really meant using both live and digital environments to create a karaoke of countless voices to confront online hate with real life.

Skol created a Facebook event and invited people to perform the song biggest karaoke singing of "Metamorfose Ambulante" of all times.Thousands of people showed up at the real event raising their voices against prejudice. The result was a thrilling new video clip and version of the cross-generation hit, sang by countless voices, and conducted by Vivi Seixas, DJ and Raul Seixas' daughter. For every discriminated online comment on the screen a scene that proving them wrong appeared. Skol delivered a powerful message fighting online hatred beautifully. Whatsapp was chosen as the most fitting platform to deliver such an emotional content turning a music video into a powerful shareable story.

More than 10 thousand people joined the facebook event page.

Over 3 thousand people went to the actual event and took part of one of the biggest karaokes of Brazilian history. The video had 19.3 million views and 52.394 shares impacting over 98 million people. It became the perfect New Years card to send to friends and family reaching nearly 80% of every WhatsApp user in Brazil.

During Brazil's dictatorship which lasted for more than 20 years, music became one of the Brazilian's few weapons against censorship. Some songs became anthems for the right of freedom of speech raising million of voices against oppression. Due to the country current wave of online hate and prejudice our strategy was to give a new meaning to a classic song, reframing a particular piece of Brazilian culture and presenting it within a new context.

Due to its current socio-political scenario, Brazil is living a wave of online hate and prejudice disguised as opinions and “freedom of speech”. People are getting more and more apart from each other, fighting friends and family on social networks and especially on WhatsApp. In the past years, Skol, one of the biggest beer brands in Brazil, started a quest to abandon sexism codes and embrace diversity. Since the brand is about bringing people closer together, how could we make everyone more acceptable of changes?