VP of Special Projects and Creative Content
at
Saigon Filmes
| Titre | Foamy Haircut |
| Agence | Africa |
| Campagne | Foamy Haircut |
| Annonceur | AB Inbev |
| Marque | Brahma Beer |
| Date de première diffusion/publication | 2021 / 11 |
| Secteur d'activité | Spiritueux |
| Philosophie | The style of play, the jersey’s number, a different boot...there are several ways to recognize a player on the field, but in Brazil, one of the most striking and remembered by fans is the haircut. A mohawk, a high topknot or even a few head designs have always gained popularity. But a new fashion on the lawns had yet to come. Brahma beer's smoothness is unmatched by any competitor - so much that it’s even called Brahmoothness. And as the country’s most popular beer and the official sponsor of the greatest soccer teams in Brazil, it decided to enter the field in an unusual way, taking its smoothness where no other beer had taken it before: to the heads of the stars. Inspired by haircuts like Ronaldo’s Cascao, Biro Biro’s Mullets, Ronaldinho’s Headband and many other that represent the smoothness of the Brazilian soccer style, Brahma launched the “Foamy Haircut”, a perfect hairstyle that resembles a glass full of Brahma: golden liquid below and white foam on top. The unusual hairstyle is part of the country’s soccer culture, and fans love to replicate the look of their main idols. It all started with Reinaldo from Sao Paulo FC, then was adopted by music, TV and Instagram celebrities until being featured on the heads of Chelsea's Thiago Silva and Jorginho as they won the UEFA Super Cup - showing off The Foamy Haircut to the world ahead of all other sponsors. The campaign, created by ad agency Africa, was made in partnership with Ariel Franco, a Brazilian famous barber known for his iconic cuts. He has been responsible for bringing the Foamy Hair to the players’ heads and has even created a tutorial for anyone who wants to replicate the look. “Brahma's smoothness is such that it goes beyond beer and goes into the players' heads. Among so many things, the hair of male and female players is something iconic within soccer. Many athletes become idols and are recognized, not only for what they present on the field, but also for their looks. So, in an unusual way, we decided to create the cut that is dictating fashion this decade, all this to bring all of Brahmoothness to people in a different way. As the main partnership between Brazilian soccer and clubs, Brahma is also ready to create trends in a light and relaxed way”, says Marina Raats, Brahma's marketing manager. |
| Type de média | Etude de cas |
| Longueur | |
| Responsable de la création | Sergio Gordilho |
| Directeur de création | Marcelo Bruzzesi |
| Directeur de création | Alexandre Giampaoli |
| Directeur de création | Pedro Reis |
| Directeur artistique | Joao Corazza |
| Concepteur / rédacteur | Bruno Reis |
| Concepteur / rédacteur | Júlia Malavazzi |
| Designer | Raphael Santos |
| Responsable de budget agence | Heloisa Pupim |
| Responsable de budget agence | Rafael Marques |
| Responsable de budget agence | Vivianne Santos |
| Equipe média | Aga Porada |
| Equipe média | Luciana Prado |
| Equipe média | Victor Berto |
| Stratégie | Aldo Pini |
| Stratégie | John Oliveira |
| Producteur, agence | Rodrigo Ferrari |
| Producteur, agence | Tais Olhiara |
| Producteur, agence | Ian Inglez |
| Producteur, agence | Patrícia Gaglioni |
| Réalisateur | Camila Cornelsen |
| Directeur de création | Juliana Leite |
| Directeur de création | Lica de Souza |
| Directeur de création | Fernando Alonso |
| Directeur de création | Isabela Levy |
| Directeur de création | Thays Miranda |
| Directeur de création | Caio Rodrigues |
| Directeur de création | Theo Etlin |
| Responsable de budget agence | Amanda Maia |
| Responsable de budget agence | Amanda Maia |
| Responsable de budget agence | Luiza Lima |
| Responsable de budget agence | Luiza Lima |
| Responsable de budget agence | Amanda Maia |
| Equipe média | Caroline Richa |
| Responsable de budget agence | Luiza Lima |
| Equipe média | Samuel Teles |
| Equipe média | Amanda Santana |
| Responsable de budget agence | Amanda Maia |
| Equipe média | Bruno Gregorut |
| Stratégie | Quentin Mahé |
| Stratégie | Quentin Mahé |
| Stratégie | Quentin Mahé |
| Responsable de budget agence | Luiza Lima |
| Stratégie | Mariana Crepaldi |
| Producteur, agence | Carmen Castillo |
| Producteur, agence | Vanessa Lima |
| Stratégie | Quentin Mahé |
| Producteur, agence | Vanessa Lima |
| Producteur, agence | Vanessa Lima |
| Monteur | Carlos Sperancolo |
| Producteur, agence | Vanessa Lima |
| Monteur | Carlos Sperancolo |
| Monteur | Carlos Sperancolo |
| Monteur | Thiago de Oliveira Asturiano Jordao |
| Monteur | Carlos Sperancolo |
| Monteur | Thiago de Oliveira Asturiano Jordao |
| Monteur | Thiago de Oliveira Asturiano Jordao |
| Chef de projet | Beatriz Stalchmidt Marques |
| Directeur exécutif | Marcela Sutter |
| Monteur | Thiago de Oliveira Asturiano Jordao |
| Executive Production | Sami Smidi |
| Executive Production | Sami Smidi |
| Executive Production | Sami Smidi |
| Executive Production | Sami Smidi |
| Music Director | Roberto Coelho |
| Music Director | Kito Siqueira e Hurso Ambrifi |
| Music Director | Kito Siqueira e Hurso Ambrifi |
| Music Director | Kito Siqueira e Hurso Ambrifi |
| Music Director | Kito Siqueira e Hurso Ambrifi |
| Music Director | Thiago Colli |