Devassa is the beer sponsor of events in the hottest regions of Brazil. With the increase in temperatures caused by global warming and the constant heat waves hitting the country, heat and temperatures have become a concern during shows and festivals.

Devassa's concept is "With Devassa, everything is awesome," and the brand's purpose is to turn the ordinary into extraordinary. The festival with Devassa becomes much livelier. The show becomes much bigger. The party becomes a huge celebration.

But for all of this to happen and for the brand to encourage people to make the most of the events, it's necessary to ensure people's well-being. That's why Devassa has decided to address this new issue by providing people with what is the main feature of the product: freshness.

Devassa created The Heat Cam: a thermal sensor camera that identifies the hottest points of the festival and delivers beer and water for people to cool off.

At all festivals, there are broadcasting cameras. Devassa replaced one of these cameras with a thermal sensor camera. This made it possible to identify the hottest points in the audience, meaning the people who were subjected to the highest temperatures and were at risk of heat-related incidents.

After identifying these points, a Brand Representative would go to these people to deliver beer and water: refreshing, hydrating, and promoting well-being.

And we went further: anyone feeling hot during the event could stop by the Devassa booth to get water. This initiative started at the biggest music festival of the Brazilian summer and extended to several other sponsored events.

In Brazil, summer is the season when the country's biggest events take place, such as New Year's Eve and Carnival. But traditionally, the event that kicks off summer in Brazil is the Salvador Summer Festival in Bahia.

The Salvador Summer Festival is sponsored by Devassa and is the largest festival in the North and Northeast of Brazil. The event, which symbolizes the entire concept and purpose of the brand, was the perfect location to implement The Heat Cam. Because, besides being a direct point of contact with the brand's consumers and potential consumers, the event took place in January, a month with high average temperatures - and this year reached a record attendance.

The Heat Cam happened in real-time, perceiving the nuances of the moment - shows with the largest audiences, current temperature, rain prospects - and surprising consumers with a brand truly attentive to the well-being of the audience.

The Heat Cam was executed at the Salvador Summer Festival from a simple perspective: swapping a broadcasting camera for a thermal presence camera. The camera operated during the 18 hours of the festival, monitoring the excitement of over 80,000 people, the capacity of the shows, and the current temperature.

Whenever a heat was identified, a corresponding brand influencer would go to the exact location where people were to bring water and beer to them. The action was well-received by people who could enjoy themselves without worrying about the heat.

But the action was not limited to the Festival. Devassa sponsors numerous events in the North and Northeast of Brazil such as the Carnival of Recife and Olinda (3.4 million people), where the camera was once again put into operation, preventing even more incidents.

The results of The Heat Cam were very positive. More than 2 million in Brand Reach. Around 300,000 interactions on Social Media across different networks such as Instagram, TikTok, and Facebook. More than 200 million impressions and an impressive perception rate of 90%.

Sales grew by 21%, and over 25,000 liters of beer and water were distributed, reaching more than 80,000 people during the event.

But most importantly, more than 2,000 people were hydrated with Devassa under the 35°Celsius (95º Fahrenheit) heat of Salvador. And with this significant prevention action, thankfully, no heat-related incidents were recorded during the Salvador Summer Festival.