Skol Family
Skol Pilsen is the most popular beer in Brazil since ever. But now the brand is a family with two more “sisters”: Hops and Pure Malt.
![](https://freight.cargo.site/t/original/i/439344edae1201a53fc4956a2ab27d665e99358838d7bd72bf0c49802fa172ed/gif_packshot_final.gif)
![](https://freight.cargo.site/t/original/i/ff4de0635761c830eac3f8c46a660919936962ff8c12b78a1739ae42e16e9c81/gif_pilsen_final.gif)
![](https://freight.cargo.site/t/original/i/8e5fb3c60e1af863b046892a52219c552c326c6a75ce74d8af8b17ff9345a972/gif_hops_final.gif)
![](https://freight.cargo.site/t/original/i/e60e5749e8250b348804da6e8c883e0d747b034ba1afde50939ff401fcf6a935/gif_puro_malte_final.gif)
“Skol is a family now”
“I’m the most loved in Brazil”
“I’m the hop warrior”
“I’m the black belt of beers”
↓
To introduce that, we started where every single family is today: on WhatsApp. We even put the “big moan of WhatsApp” (a popular prank in Brazil known as “gemidão”) in prime time on television.
↓
We took the issue to Twitter's Trending Topics with the hashtag #FamilyGroupHas.
![](https://freight.cargo.site/t/original/i/84fa518fce2600adca52fac1b2d9d4b16431f4cc0c579cb3cdcb3dd6a134414a/skol_familia_twitter_board.png)
Since Skol is not a traditional family, the campaign could not be either.
Instead of magazine prints, WhatsApp content:
![](https://freight.cargo.site/t/original/i/4fd83da8a2ea75caad948106d2d31d0dd88db88ffe3d67b91d39d64bd023e17c/gifs_zap.gif)
Instead of radio spots, audio messages:
Instead of OOH, WWW:
![](https://freight.cargo.site/t/original/i/33ddb63555d685e16fdfa1c513e688f9b3c08591b19ce21b1eef46b76e8fd834/stickers.png)
Then we took the internet to television and some television to the internet.
Film 30” Pilsen
Masthead YouTube
Film 30” Pure Malt
Film 30” Hops
↓
We created a Meme Generator that even that uncle who can't handle technology can play with. And on Mother's Day, it became a “momemes” generator.
![](https://freight.cargo.site/t/original/i/a2042cb9d5d4d07ffd40e701a29e18d2d2f5a1ccac2dcfa59b352d1ded636365/memegenerator.gif)
![](https://freight.cargo.site/t/original/i/a45a80525dacc988ac37a1ad601f613093b6ce7d3c0209db8544478590749d0c/mae_1.jpeg)
![](https://freight.cargo.site/t/original/i/4671ab1540c09283ed73afeda5426184abb26ef4b6aacb314091022a3c63bf2e/mae_5.jpeg)
![](https://freight.cargo.site/t/original/i/f52cf24ab31343cf13c3dccc781085ed56eb5013c076cc0dbfe181ea6e0f55e9/mae_6.jpeg)
![](https://freight.cargo.site/t/original/i/c281e6388b569993aeb457d2f51b162a7b15fea15722181e0e217a9725bfee7b/mae_4.jpeg)
![](https://freight.cargo.site/t/original/i/7ddeec160eb4e642eb2b3e6292149adbbc0785c4b019edc260ccb8f3797727de/mae_2.jpeg)
![](https://freight.cargo.site/t/original/i/92f7c787d80071dba55e0fc41fd1798a37da07c03a35e3ee145c84ad665d5394/mae_3.jpeg)
↓
Skol is now a family. And family is family, you know...
![](https://freight.cargo.site/t/original/i/840ebd68e8489b95af230ae65087fe4843be59e383e383c6f31526180bb79631/gif_final_2.gif)
![](https://freight.cargo.site/t/original/i/d6e63f0f795e19d238726606d836a47d6ecfa4f7004f7a19d57277f74e2a6dce/gif_final.gif)
![](https://freight.cargo.site/t/original/i/4fa0bf93c3586f59768e7d8f92274aa30092b007d25581686544cc16989220a8/gif_final_3.gif)
Creative Directors: Leonardo Claret, Rodrigo Castellari, Toni Fernandes
Team: Bruno Kuni, Thiago Bach