Brazil is Amstel's biggest market, so it was necessary to bring the brand closer to Carnival, the biggest party in the country, where everyone goes to streets or parades to celebrate the holiday. At the party, people cheer up with music, glitter and, of course, beer. So, in this scenario, even with a lower budget than rival brands, we had a goal: join Carnival not only to shine, but also to take Amstel closer to the partygoers. That was our brief and that was also our objective.

In the celebration that makes everyone shine, we've made those who make the celebration shine. Our campaign started with a truly and empathetic insight which turned into a powerful idea. We noticed that it was time to bring people who are behind the scenes of Carnival to tell more about their stories, works and passion with the party. Based on that Amstel showed and highlighted with a special activation who are the people that are, quite literally, the ones that can properly say "I AM CARNIVAL".

The strategy began with an exclusive Amstel's survey, made in partnership with Datafolha, to discover the behavior of people that usually work at samba schools. After the results went public, we saw awesome stories and the opportunity to highlight them on our campaign and even on avenue. Once our Carnival target is based on partygoers that enjoy the party until the end, we had a risky, but perfect approach: while some brands focus only on the final consumer or beer consumption, we choose to look at the passion of who made everything backstage, bringing a never explored human and true side to the campaign.

With different touchpoints, we started with a survey in partnership with Datafolha to discover more about people who work in samba schools. Right after the results, we contacted all São Paulo's special group schools and made mini documentaries for social media with representatives from each one. After that, on the night of the champions' parade, we made an exclusive Amstel section where we had a brand new samba plot - written by sambistas of São Paulo's Samba School League - dedicated to those who are in backstage all year making the entire party for us. Of course, to crown our campaign, the section was made by workers of all schools which, for the first time, entered together at the avenue showing their pride and passion for Carnival.

Everything started in January, with the survey, came to public with the mini-docs in February and ended at champions' parade, days after the

443 million impacts

71 million reach

705k views

269 articles

99.5% positive comments

+200 people paraded on Amstel Section