Criação de conceito, planejamento e produção de conteúdo para campanha da cerveja Bourbon County no Brasil. Bourbon County é rótulo especial da cervejaria Goose Island, já considerada a melhor cerveja do mundo. (Ago/2016)
I created the concept and planning and produced content for the Bourbon County beer campaign in Brazil. (Aug/2016, São Paulo)
The project: launching Bourbon County beer (a special label by Goose Island brewery), considered the best in the world with only 672 bottles available for sale in Brazil. The focus was on building value for the Goose Island brand from this extremely exclusive launch. The dialog had two fronts: a more technical one, focused on experts in craft beers (and who already knew the value of the product), and a more inspirational one, to gain the attention of those who are interested in beers but are not experts. Another objective was to highlight the urban character of a foreign brand that had recently arrived in São Paulo.
///// Scope of work
1) CREATION OF THE CONCEPT “FOLLOW THE GOOSE” in partnership with colleagues from Condessa agency, whom I met while working there.
2) PLANNING of the campaign, also jointly created with the team at the agency. We were inspired by the speakeasy concept: a “secret” gathering space in hidden or non-obvious locations of a city to create the experience of urban discovery. The idea: mapping these special places in São Paulo and distributing all 672 bottles among them. Those with a real interest in buying a bottle of Bourbon County would have to hunt those places to discover less visible narratives in São Paulo and purchase the product at those places.
3) SPEAKEASY MAP/GUIDE: I performed the ground work, locating most of the places chosen for the sales of Bourbon County which were then translated into a printed map/special guide by Goose Island, in which I told the history of each of these places (see photo below).