We subverted the ‘reality show’ genre, showing the positive side of the coexistence of people with different cultures, genders and tastes. Unlike most programs that exploit the conflict between the participants, we wanted to show the positive side of this mix, spreading the values of the brand through joy, friendship and diversity. The idea was to promote a meeting of people from different parts of the world and give them a ‘Brazilian way of life’ experience. To show this in a real and legitimate manner, we gathered 8 young people from 6 different countries in a beautiful house in Rio de Janeiro. To put you in touch with 51's products, we created challenges related to creating drinks and other barman skills.

The participants were casted to authentically show the fun and euphoria of being in Brazil. The content was developed as a reality show of 6 episodes of 15 minutes and 1 minute pills aired in Brazil, Chile, Portugal, Germany and USA. The city of Rio de Janeiro was chosen as the perfect setting because it was about to host the Olympics and because it thoroughly represents “Brazilian life”. From the 8 participants, 2 were Brazilians and the other were from countries with key markets for the cachaça 51 brand. The participants were divided in 2 teams and disputed in daily challenges which were always contextualized with alcohol and party. At the end, the participants which ended in first, second and third places won a trip to typical Brazilian holiday destinations. We developed a reality show without elimination and intrigues, mainly focusing on the positive interactions between the participants.

Reached 1.4MM people throughout the series only in Brazil.

The sum of the episodes, promos and 1' pills, added up to more than 39MM people impacted in 5 countries (Brazil, USA, Chile, Germany and Portugal)

We did a survey with people who watched the content and asked them to give a grade from 1 to 10. The average was 8.29.

After watching the content, we increased the idea of being a proximate and warm brand by 48% and 45% are satisfied to have a 51 in a get-together with friends.