005 - brahma
don
carlo's
first
words🤞
After a turbulent cycle between 2022 and 2025, Brazilian football was coming from a place of doubt. Three different managers, disappointing results, and a national team that felt further away from its own myth than ever. Then Carlo Ancelotti arrived.
As the official beer of Brazilian football, Brahma turned that moment into a rallying cry. For the first time since taking charge of the national team, Ancelotti became the voice asking Brazilians to leave the skepticism behind and let themselves believe again.
when:
2025
my role:
concept
copy
script
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anthem film (turn on subtitles)
digital content
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Brahma is Brazil’s number one beer and has long been linked to Ronaldo Nazário’s iconic number 1 celebration, a gesture that symbolized the dominance of Brazilian soccer in the late 90s and early 2000s.
But after 24 years without a World Cup title, the symbol no longer matched the national mood. So we reimagined it: the number 1 became crossed fingers, urging a nation to let itself believe in the Seleção again – now under coach Carlo Ancelotti.
