The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
User-Generated Content
Annual ID
OS22_SM064M
About the Work
Ab Inbev's Brahma beer needed to communicate one of its main functional attributes: the beer's smoothness and its iconic foam. But how could we do this in football, one of Brahma's most important platforms? Our goal was to get into people's lives, intervene in popular culture, and generate conversation. And we did it.
Brahma has always been part of Brazilian football. The problem is that it has become forbidden by law for beer brands to sponsor the players' jerseys. So, we decided to use what players use the most besides their feet: their hair. The Foamy Haircut is a style that imitates all the smoothness of a glass full of Brahma: the foam on top and the golden liquid at the bottom. The Foamy Haircut became a huge hit all over the place. And became a trend in and out of the pitch, reaching Europe. After all, where there is football there is Brahma.
Brahma has always been part of Brazilian football. The problem is that it has become forbidden by law for beer brands to sponsor the players' jerseys. So, we decided to use what players use the most besides their feet: their hair. The Foamy Haircut is a style that imitates all the smoothness of a glass full of Brahma: the foam on top and the golden liquid at the bottom. The Foamy Haircut became a huge hit all over the place. And became a trend in and out of the pitch, reaching Europe. After all, where there is football there is Brahma.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Africa / Sao Paulo
Production Company
Seiva
Music / Sound Production Company
Satélite Audio
Post Production Company
Cajamanga post
Chief Creative Officer
Sergio Gordilho
Creative Director
Alexandre Giampaoli
Marcelo Bruzzesi
Pedro Reis
Designer
Raphael Santos
Director
Camila Cornelsen
Executive Creative Director
Matias Menendez
Executive Producer
Sami Smidi
Agency Producer
Ian Inglez
Tais Olhiara
Creative
Bruno Reis
João Corazza
Júlia Malavazzi
Media
Amanda Santana
Bruno Gregorut
Victor Berto
Planner
Aldo Pini
John Oliveira
Mariana Crepaldi
Quentin Mahé
Agency Editor & Motion Designer
Rafael Pacheco
Ricardo Matta
Agency Producers
Rodrigo Ferrari
Client Service
Amanda Maia
Luiza Lima
client service
Heloísa Pupim
Rafael Marques
Vivianne Santos
COO
Carolina Boccia
Director of Special Projects
Juliana Leite
DOP
Camila Cornelsen
Executive Direction
Marcela Sutter
media
Aga Porada
Caroline Richa
Luciana Prado
Samuel Teles
Production Director
Adipe Miguel Neto
Special Projects
Lica de Souza
Caio Rodrigues
Fernando Alonso
Isabela Levy
Thays Miranda
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