BUDVIBES CREW @RJ

To get closer to basketball fans and practitioners, Budweiser chose five courts in major cities in Brazil to be renovated: in São Paulo, Rio de Janeiro, Curitiba, Brasília and Belo Horizonte. To mark the reopening of these centers, each city promoted a free event with a program that strengthened the urban scene.

OUR UNDERSTANDING

For the event in Rio de Janeiro, our understanding was to have urban protagonists as tools of connection and cultural engagement, identifying potential artists related to the urban and basketball universe, and creating an idea that could be mobilized by the scenes.

BUDVIBES CREW

Through culture network logic, we curated and created a crew in Rio de Janeiro that was connected to the brand and, through them, we developed a strategy to create and share relevant content that could elevate the event engagement.

By co-creating with great local collectives, they became protagonists in the journey, being responsible for inviting other people and artists from their community to mobilize Bud Vibes Rio, occupying the stage and schedule of basketball and other battles.

according to budweiser brazil, the BUD VIBES Rio de janeiro WAS THE EVENT WITH THE MOST AMOUNT OF PEOPLE AND ENGAGEMENT OF ALL THE PARTICIPANT CITIES OF THE JOURNEY.

PR

Globo G1 : Projeto reforma quadra para esportes no Aterro do Flamengo

Diário do Rio : Budweiser reforma quadra de basquete de rua no Aterro

Jornal Povo : Budweiser reforma quadra de basquete de rua no Aterro do Flamengo com Bud Vibes

Grandes nomes da propaganda : Budweiser reforma quadra de basquete de rua no Aterro do Flamengo

MY CONTRIBUTION

Strategy

Curator

Community Manager

Co-creative

Artistic direction

Brand content

CONTRIBUTORS

Creative direction and planner: Amnah Asad e Lara Azevedo

Art direction: Pedro Lima

Production: Patrícia Silveira

Agency: NOIX.co

Year: 2019