Campaign details

Brand: Antarctica Beer
Lead Agency: AlmapBBDO
Region: LATAM

Strategy

Objective

Antarctica is the number 1 beer in Rio de Janeiro. Since 2008, in an attempt to strengthen its relationship with its audience, it has been sponsoring Carnival street parties. But amidst the greatest show on earth, we had to make ourselves stand out from the other sponsors.

So we decided to address a real problem for fans – one that only a brand like Antarctica could fix.

Brazil's Carnival is one of the biggest parties in the world, gathering millions of people in the streets of Rio de Janeiro And with all those people having fun together in hundred-degree heat, drinking lots of beer, it's only natural that they'll need a bathroom break once in a while. But here's the problem: there aren't that many bathrooms, and when you do find one, it's usually filthy. Result: lots of people pee in public.

Target Audience