Brahma | Opne VAR

Challenge

Brahma supports major Brazilian football clubs, but another beer sponsors
the Copa Libertadores da America. To promote our brand during the championship,
we had to subtly incorporate it into the conversation with the owner without directly mentioning it.

Idea

The Video Assistant Referee (VAR) was created to resolve controversial situations
in football games. But in Brazil, it often takes a long time to make a decision,
causing fans to get frustrated with the technology.

To address this issue, Brahma came up with the "Open VAR" program. During a crucial match between Flamengo and Grêmio, we offered free beer to fans at nearby bars every time the VAR was used.

This idea helped to ease tensions and became a huge hit in Brazil and Latin America, generating positive publicity.