The One Show
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Category
Physical Products
Annual ID
OS23_EX070M
About the Work
Every World Cup fans drink beer the whole day and big brands spend millions to be that beer. Small local beer brands like Petra are always trying to sneak in this party. But in 2022 things got even harder.
In 2022, FIFA World Cup Qatar games started at 7am, and in Brazil beer ads are forbidden in the morning. We couldn't talk about beer, so we created Petra Milk. The milk that is almost a beer. Made with our own barley, beer scent and authentic beer longnecks.
A limited edition available individually or in a special six pack.
3 Petra Milk bottles for the morning games and 3 Petra Beer bottles for the afternoon games.
Right after we ran our ads in the morning, our milk became a hit. From breakfast to cake on TV shows. Then Qatar banned alcohol. We sent hundreds of Petra Milk bottles to Brazilians in Qatar. And everyone got in the play. Petra became the only barley accepted around stadiums.
2023 Awards
Total Points: 3
Merit
Credits
Agency
BETC HAVAS / São Paulo
Client / Brand
Grupo Petropolis / São Paulo
Production Company
Merci Studios / São Paulo
Music / Sound Production Company
Alma 1111 Audio / São Paulo
Art Director
Fernando Fregate
Lucas Husni
Copywriter
André Choairy
Pedro Arvati
Chief Creative Officer
Erh Ray
Creative Director
Juliano Almeida
Marcelo Ribeiro
Victor Castelo
Melissa Pottker
Editor
Paulo Albertos
Executive Producer
Juliana Arantes
Advertiser
Augusto Poles
Danielle Bibas
Douglas Silva
Flavia Sancho
Giullia Faria
Nathalia Cajueiro
Priscila da Fonseca
Rodrigo Nogueira
Brand & Business Team
Daniel Carneiro
Nathalia Moral
Business VP
Andre Gomes
CBO
Marcos Lacerda
Channels & Engagement Team
Carol Esposito
Matheus Anjos
Andre Goes
colorist
Andre Gama
Content Director
Daniela Lima
Content Team
Jeniffer Landi
Fernanda Conceicao
Carlos Gouveia
Creative VP
Marcelo Bruzzesi
D.O.P.
Will Passini
Effects
Fabiano Caldeira
Film director
Luigi Dias
Music Direction
Diego Raso
Music Executive Director
Carla Brauninger
Music Production
Diego Raso
Jo Borges
Strategy Team
Gabriela Sanchez
Luiza Lopes
Strategy VP
Agatha Kim
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