Brahma is a brand that has always supported Brazilian football fans, doing everything to bring more strength and cheer to this fandom. And in 2022, they took advantage of the Qatar World Cup to do just that while fueling something we love to hate: the rivalry against Argentina. A scuffle that started in the 19th century and still feeds our souls as fans today, always with a lot of banter and lightheartedness. With the Chameleon Flags making our "hermanos" cheer for us, we achieved our brand objectives of reinforcing our position as a brand of fun and support for Brazilians.

And after losing on the field, of course, we had to take the flags to Argentina to show that when it comes to laughing with Brahma, we always win.

The Chameleon Flags were flags dyed with a special ink that reacts to sunlight, changing colors from blue and white, the colors of Argentina, to yellow and green, the colors of Brazil. Over 1000 flags were spread among Argentinians in Qatar and throughout Buenos Aires, making even our 'hermanos' root for us. The flags took over different rival fans, tourist spots, and even the stadium, gaining traction on Brazilian social media and memes, and placing Brahma exactly where the brand intended: in the realm of laughter.

Our target audience was Brazilian fans, who loves to see yellow and green on match days and especially loves to banter with Argentina. Our strategy to achieve this was to take the flags to Qatar during the World Cup, knowing that all eyes and passionate Argentinian fans would be there. And simply took advantage of the fact that no true fan can resist a flag and spread the Chameleon Flags in shaded areas. When the sun came out, they were all cheering for Brazil. It wasn't part of our strategy for Argentina to become champions, but it made the action even more necessary. After all, Brazilians needed a reason to laugh and smile again, and taking the Chameleon Flags to Argentina for their first match after the World Cup effectively fulfilled that gap.

The Chameleon Flags were produced and dyed in Brazil, and then taken to Qatar during World Cup matches, specifically from December 1st to December 18th. There, a Brazilian influencer who is specialized in pretending to be Argentinean spreaded flags among our "hermanos". Then the unexpected happened... Argentina won. So we chose to laugh instead of crying and took the remaining flags to Buenos Aires for their first match after the World Cup, resulting in even more Argentinean fans cheering for us. Over a thousand Chameleon Flags were spreaded in total. Both moments had a significant organic reach and were amplified by influencers and meme pages, taking over Brazilian social media and memes, and reinforcing Brahma as a fun brand that supports our love for football.

The flags took over different rival fans, tourist spots, and even the stadium, gaining traction on Brazilian social media and memes, and placing Brahma exactly where the brand intended to be: in the realm of laughter. The results were equally impressive, with the funny scenes becoming memes and internet viral. Achieving 18 million impressions, 1.5 million reach, 100K brand searches, and 500K in engagement, all through organic media efforts.