Skol reaches the international Women's Day ready to break a concept - the perception of the term "Brazilian Woman".

What comes to mind when someone mentions this term to you?

What are the common search results when searching on the web? The top results found through the world’s largest engine search Google correspond to pictures of women mainly focused on physical attributes and beauty.

Brazilian women, just like any other woman in the world, are not just good looking. They are also hard working, multitasking, intelligent, creative, athletes, patriots and much more!

Skol has already decided to put aside this stereotype and highlight what really matters: their achievements in society. Skol has launched campaigns towards the appreciation of women in society and the breaking of prejudices, leaving behind old fashioned values and behaviours that no longer represent the image of the Brazilian women.

The creative concept has always been widely is based on a much discussed subject around the world, but even more intensively in Brazil: Several beer brands are known for objectifying women in their adverts. Brazilian women even more. We needed to change this view. And Skol, a brand well known for breaking down barriers when it comes to stereotypes or gender equality Is the only beer brand with authority to discuss such a subject in a national level.- Skol has already promoted successful related campaigns such as the Reposter Skol, Skolors and LGBT. In the summer of 2019, Skol was placed as one of the most innovative beer brands in Brazil, and Because of its top positioning in the market, Skol holds great influence on media and this can be used to make a difference and to raise the flag defending such important subject in many levels

The perception around Brazilian women has always been included in discussions around the globe. But how to clearly and tangibly evidence this? Furthermore, how could people change this perception?

We found a simple and direct way to raise this subject and show it to the public: Google search.

Google's search results are based on what other people across the world search as well. This therefore would be an effective way to show how people see the Brazilian women.

When the term “ Brazilian Woman'' is searched, using English as default language, The top results correspond to pictures of random Brazilian women, - the pictures are fully focused on their bodies.

And the best time to talk about this scenario - and hopefully change it. was the International Women's Day on the 8th March 2019. Skol again spun the wheel and promoted some reflection through the campaign “Mulheres na Busca”

To make our idea more realistic and to get the public's attention, we combined artificial intelligence with digital relevance.

Google, being the largest search engine in the world, was the perfect tool to show what the world thinks about Brazilian women.

With insight in hand, how to bring people together to change this game? We decided to post on social media networks how through combined effort, we'd be able to change this view

All posts were released on the International Women's Day, teasing and showing the real perception around Brazilian on the web. The post also explained why this happens, how Skol and consumers together could change this.

The date carried weight with the public, generating traction that supported the cause and encouraged the public to act in such a high engagement that for, the time, the google search for Brazilian Women actually changed.

The campaign was one of the most talked about subjects on the International Women's Day in Brazil, generating over 150 news outlets headlines, more than R$ 2 Million on earned media, 3 Million Views on YouTube, 2,000 commentaries, over 20 thousand comments.

But the greatest achievement was seen when you searched the query on Google. We changed the results. Through support of consumer interaction and the main media outlets in Brazil, the images of women that were acknowledged as Brazilian, were replaced for a more real result.