100 years

Guaraná Antarctica, the BRAZILIEST brand ever just completed 100 years and we wanted to do something different to celebrate this moment. You've probably seen other brands inviting famous people to be a creative director for them (yeah, Pharrell, I'm talking to you), so we decided to do the same. But 200 millions times better: we invited every brazilian to be Guaraná's creative director. They get to decide what the brand should do in it's most important year ever and even received dividend actions based on how the brand was performing. This way, we created a year long experience for people and I worked a lot less because, well, there were so many creative directors doing it.

Guaraná Antarctica, a marca mais BRASILEIRA da história completou 100 anos e a gente decidiu fazer algo diferente pra celebrar este momento. Você provavelmente já viu outras marcas chamando famosos para serem sócios e diretores criativos (sim, Anitta, eu to falando com você), então a gente decidiu fazer a mesma coisa. Só que 200 milhões de vezes melhor: convidamos todos os brasileiros para serem sócios de Guaraná. Por um ano, os brasileiros mandaram em tudo e eu tive que trabalhar bem menos porque, enfim, tinham milhares de pessoas sendo diretores criativos.

RECOGNITIONS

CCSP | Brazilian Creative Club
2022 IN BOOK | USE OF DATA
2022 IN BOOK | BRANDED CONTENT

We invited people to join our platform in a way that only a true brazilian could understand. (Sorry, you probably won't get it)

From there, our creative directors picked everything. Including our can's special edition and all of our key visuals.

And guess who got to choose 6 new flavors? Brazilians, of course.
(By the way, this one is a full campaign by itself, click here to check it)