The Foamy Haircut wasn't just in the players' heads. But the fans as well. We mess with the culture on and off the field. Until we get where we never got: in the UEFA Super Cup, sponsored by Heineken.

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.

How could Brahma advertise its main attribute, creaminess, through soccer? We have found a gap in soccer culture: the haircut players change every day. With a 360º vision, we started with players on the pitch, but soon expanded to TV and directly reached people's behavior.

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.

The Foamy Haircut started on the main teams of the Brazilian Championship. But soon it took over the streets, TV shows, podcasts and influencers. Until it reached Europe, in Belfast, Northern Ireland, and on the streets of London. To be broadcast and watched worldwide.