Amstel Hacks Carnival Street Parades Using Hidden Fridges

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Wunderman Thompson hid fridges with cans of Amstel across the city of São Paulo to promote alongside its competitor
Amstel Hacks Carnival Street Parades Using Hidden Fridges

Because of the sponsorship of the street carnival in São Paulo, revellers couldn't find Amstel within the parades. The solution was to do what they did: wear a costume. Wunderman Thompson created the Hidden Fridges. Customised coolers, hidden and filled with Amstel, strategically placed amidst the parades sponsored by the competition. Anyone who managed to find them got an ice-cold Amstel.

People who were near these parades were impacted by geolocated posts, inviting them to look for three coolers dressed up in a costume: a vase, a public telephone and a park bench.

"Brazil's street carnival is hugely diverse in terms of people, but not so much in terms of beer. We tried to get around this monopoly in a fun and playful way that resonates with the brand", Nicolás Romanó, creative director

Activation is part of Amstel's strategy for carnival, which features 30 digital films, costume panels, sCan, and after parties that took place after the parades.

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Agency Wunderman Thompson Brasil

Client: Amstel

CEO: Pedro Reiss

CCO: Keka Morelle

CREATIVE DIRECTOR: Nicolás Romanó e Rodrigo Da Matta

CREATIVES: Heloisa Ribeiro e Letícia Rodrigues

PR: Andrea Assef, Vivian Zeni e Hellen Araújo

HEAD OF CLIENT SERVICES: Felipe Giacon

CLIENT SERVICES: Luana Ferreira, Julianna Carvalho, Caio Sabag e Marcelo Honorio

HEAD OF PLANNING: Stella Pirani

PLANNING: Gisele Bambace, Gabriel Guerra, Larissa Baldassarini

CONTENT: Nabil Carone, Marilia Ramos e Gabriella Varella

EDITION: Marcus Prado e Igor Santos

HEAD OF MEDIA: Giovanna Venturelli

MEDIA: Stella Lopes, Vanessa Pupato, Ana Battaglini, Nicole Negrigo, Thiago Barbosa, Thiago Souza, Ludymila Lopes, Ludmila Celaschi.

HEAD OF PRODUCTION: Maisa Delgado

DIGITAL PRODUCTION: Tom Corral e Caroline Pivato

CLIENT APPROVAL: Bram Westenbrink, Cecília Mondino, Renan Ciccone, Anna Luisa Dafico, Fabrizio D’Angelo e Felipe Richter

CLIENT APPROVAL (MEDIA): Natacha Volpini, Carina Hermida, Victor Soffiatti e Mariana Rabello

Categories: Beers, Alcoholic Beverages

Wunderman Thompson Sao Paulo, 5 months ago