Most f Brazil’s populations is black, but that is not represented by their brands in their advertising campaigns nor by the agencies that create them. Skolors is an idea that not only produced cans in the skin tones of the Brazilians, but was also co-created by a group of young black people from underprivileged neighborhoods, who got together with the creative team to come up with a way to bringing the racial question, in an authentic and proprietary way, into a campaign that presented a product, became a music video, had digital actions, and was immortalized with an editorial magazine.

Skolors: special-edition cans in a spectrum of skin colors to celebrate diversity.

People are suspicious of big brands. Especially if the biggest beer brand in Latin America decides to wave the banner of diversity. Therefore, we decided to split our PR efforts in two parts. In the first one, we used the reach that a big brand has to tell the trade that we were launching something new. News, MOOC began a conversation, introducing the project and reaching the people in a real authentic manner. Thus, they reach artists, musicians and admirers of the work that not be so receptive to listen to a corporation.

In just 5 days, out of the 25 of the campaign, we achieved: 96% social health index on a sensitive subject. This included positive comments, support for the topic, compliments for the film and tagging of friends.

9 million reach.

8.7 of which was organic reach.

The highest in AB Inbev’s history, compared to the company’s mainstream beers.

34. million impressions.

10 millions views.

Shared 30,200 times.

36% VTR.

The company’s best previous result was 9%

In order to bring authenticity to the project, we formed a partnership with the MOOC collective: an independent creative group made up of young black men and women connected to the world of visual arts, fashion, photography, design and behavior. Besides co-directing the film and photographing an editorial that was sent to people engaged with the subject, the collective helped amplify the message and guarantee that such a sensitive subject be treated in a light and responsible way.

Skol is the number of beer brand and has actively reshaping its brand to become an advocate of inclusivity. To keep discourse od respect, inclusion and spread the message to more people we came up with Skolors: special-edition cans in a spectrum of skin colors to celebrate diversity.