UNWATCHED GOALS

BRAHMA - FROM HURT TO HIT (Case Study) | Campaign CONTEXT: When artists get cheated on, they turn the situation into big hits and earn fame and fortune, while regular people are left with loneliness, shame, and a broken heart. That's why less than 1% of Brazilians admit they've been cheated on. INSIGHT: Sertanejo (Brazilian country music) is the most popular genre in Brazil. And every sertanejo song is about the same thing: the pain of being cheated on. What if Brahma could help regular people earn money and fame with their cheating stories, just like sertanejo singers do? IDEA: Brahma turned regular people into successful sertanejo songwriters. We invited everyone who had been cheated on to admit it and share their stories. Then, using Artificial Intelligence, we transformed each story into an exclusive sertanejo song. Credits: - Client: AB InBev - Brand: Brahma - Creative Agency: Africa Creative (São Paulo, Brazil) - Agency Network: DDB Worldwide