The Project —

After 60 years, Brazil was about to host the FIFA World Cup once more. The entire country was wearing green and yellow. And because every brand does the same, Brahma, the official beer sponsor of Brazil's national team, decided to show that its passion went way beyond talk. It was part of the brand's essence.

We created the first beer with barley planted, grown, and harvested at the official Training Center of Brazil’s national football team: Granja Comary.  A limited edition came to life from this sacred soil, with the history and glory of our team as its main ingredient. For five months, the barley’s plantation served as the brand showcase.

We created a website where fans could follow the story closer: day by day, grain by grain.

In addition, we promoted people's interaction with the barley plantation. And a lot of content provided by beer and football specialists. 

This project began in July 2013 and was launched in February 2014. It involved many contributors: from the agronomist, InBev master brewer, to the coach Luis Felipe Scolari - Ambassador of the project.

The website —

The campaign was launched with a video detailing the entire project. The video had more than 3 million views in less than 1 month. Each new step of the project opened up more content at the campaign website:

• The story behind Granja Comary.

• A planting timeline in real time.

• The team involved.

• The type of barley grown.

To get people engaged in our project, historic goals were selected on social networks and became music that helped the barley grow. On the website diary, we included some special content in images, videos and interviews with our beer and football specialists.

There were more than 2.6 million visitors and 150.000 shares related to the project. When the product hit the shelves, the campaign took over the national and global media.

The Mobile Version — 

The Tipography —

We decided that the typography of this project should be as special as the product. Since the beer was made with a special barley, this alphabet should also be inspired by the barley. We analysed the anatomy and transformed the barley in a geometric shapes. From this, we created the first letters and then invited the studio Firmorama to develop the complete alphabet.

 

The Gift —

To increase the launch of Brahma World Cup Edition, we sent a gift to influencers and celebrities. We designed a special bottle opener with a similar shape to Brazil's national football team logo, an signed by Luiz Felipe Scolari, our national team's head coach at the time.