Carnival is all about joy, smiles, dancing, and crowds having a blast. And since Brahma is the sponsor beer of this massive event, our goal was to create a Carnival experience where Brazilians could truly feel safe, free to enjoy without worry or fear. To succeed as a Carnival sponsor, we came up with a phone. Now, you might be wondering: why would a beer brand do that? The answer's simple. If phone theft during the festivities is the only thing stopping people from enjoying themselves to the fullest, Brahma decided to lend a hand to the crowd, even if we don't know much about phones.

Brahma is the official sponsor beer of the Brazilian Carnival. And our goal as a brand is to give the audience a flawless experience of the world's biggest party. But there's a problem that has already stopped 75% of Brazilians from enjoying Carnival: the fear of having their ultra-modern and expensive phones stolen. To put an end to this worry, we created the Brahma Phone. A low-quality phone for revelers to leave their expensive phones at home and enjoy Carnival with a phone that nobody would want to steal.

Brahma is the biggest beer brand in Brazil. And as the official sponsor of Carnival, we reached out directly to all the millions of Brazilians ready to enjoy the party. Knowing that the fear of getting their phone stolen during Carnival affects 75% of Brazilians, we launched a phone so bad that nobody would want to steal it. And to show the public the big revolution in Carnival (not in the phone), we released a fun video inspired by Steve Jobs' classic iPhone launches. After that, anyone who bought a pack of Brahma got a voucher to pick up their Brahma Phone.

We kicked off our campaign a week before Carnival. We dropped this hilarious film, spoofing Apple's launches, but this time, it wasn't about phones, it was about how to rock Carnival. Enter the Brahma Phone. The worst phone on the market. The best phone for Carnival. If you snagged a pack of Brahma beer during the pre-Carnival week, you scored a voucher for a free Brahma Phone. We handed out 3000 Brahma Phones at the top three street Carnivals in Brazil.

With the activation of the Brahma Phone, Brahma saw a 7.5% increase in sales compared to the previous year's Carnival. Moreover, the brand changed the way Brazilians enjoy Carnival: turning fear and worry into peace of mind and joy. As a result, Brazilians further solidified their perception of Brahma as a brand that not only sponsors but truly understands Carnival and Brazilian revelers.