We used the most traditional media: soccer players' hair. We transformed their hair into an irreverent and unprecedented media.

Unusual hair is part of the soccer culture. And it ends up reflecting on people's habits: supporters all over the world are inspired by their hairstyles. And through this behavior, we communicate our main attribute objective: creaminess.

How could Brahma advertise its main attribute, creaminess, through soccer? If it is now forbidden for beer brands to advertise on players' jerseys. So, we went where the players love to show off: in their hair. Brahma has created a haircut that looks like its main attribute, the foam and its liquid.

We have found a gap in soccer culture: the haircut players change every day. We realize that people are inspired by the players. And they are the source of these trends. The idea has always been to make Foamy Haircut a popular campaign. Where people would really interact and take part. And that's what happened.

We transformed their hair into an irreverent and unprecedented media. We also activated the OOH campaign in soccer stadiums all over Brazil and even abroad. We had macro and micro influencers, Instagram filters, stadium activations, TV movies, etc.

The Foamy Haircut was the highest rated campaign in the Brahma beer history. It broke social media mentions records, was the headline-grabber for three days in a row, with more than 415 million impacts, and even got more than 37.6 million in spontaneous media. During the campaign period, Brahma beer sales increased by 39%.