Situation:

Black Princess celebrated 140 years of history in 2022. Despite being one of Brazil's oldest beers, the brand lacks sufficient target recall.

Recently, the Brazilian market has been flooded with the launch of countless foreign beers that have also positioned themselves as "premium lagers" - crafted solely with water, malt, and hops - just like us. However, due to their higher brand awareness, the target attributed more tradition to the competitors, which wasn’t accurate because Black Princess is a Brazilian beer and has been on sale since 1882.

Brief:Celebrate the 140-year anniversary of the brand through a film that revives its legacy, showcasing how this beer remains an invitation to break away from the ordinary even to this day.

Objectives:

• Revive the brand's legacy, accrediting its tradition and relevance to the audience.

• Present the brand as a contemporary beer that has reinvented itself without losing its attributes.

The purpose of the photography was to bring lyricism and fantasy to a simple and concrete story. We built a magical atmosphere that subtly approached fairy tales, with a different language that we call "Enchanted Baroque".

The film shows the arrival of a "Rural Prince": a true man, with unpolished beauty and muddy boots, who brings with him a magical potion capable of bringing joy to the previously gloomy "kingdom". All of this is done in an adult way without falling into the clichés of a childish genre. The yellow of the brand opens and closes the film in a playful way, as intense as the bitterness of the beer. We believe that this language not only enhanced the narrative, but also the product itself. It is a very different language in this category of alcoholic beverages.