Agency: F/Nazca Saatchi & Saatchi

Client: AmBev

Chief Creative Officer: Fabio Fernandes

Creative Directors: Toni Fernandes, Leonardo Claret, Rodrigo Castellari

Creatives: Toni Fernandes, Leonardo Claret, Rodrigo Castellari, Bruno Kuni, Thiago Bach

Content Creation: Bruno Kuni, Thiago Bach, Dudu Barcellos, Gabriel Soeiro, Gabriel Azevedo

Account Team: Ricardo Forli, Thiago Iusim, Beatriz Almonacid, Anelene Putini, Tathiana Sacco, Bruna Rocha

Media Team: Mauricio Almeida, Fernando Nogueira, Tatiana Masaki, Marina Signori, Janaina Ramos

Planning Team: Rita Almeida, Danilo Lima, Giovana Orlandeli, Rafael Moura

RTV: Elucieli Nascimento, Fernanda Sousa, Giuliano Springhetti, Henrique Tupã, Rafael Paes, Rosana Sallum, Victor Alloza

Production Company: Dietrich TV

Director: Gabriel Dietrich

Executive Producer: Ricardo de Souza

Director of Photography: Felipe Meneghel

Art Director: Olívia Helena Sanches

Editing: Abner Palma

Wardrobe: Nicole Nativa, Priscilla Zanini

Post-Production: Dietrich TV

Sound Production: LOUD

Music Conductor: Felipe Vassão

Client Approval: Ricardo Dias, Maria Fernanda Albuquerque, Daniel Feitoza, Leandro Thot

Project Managers: Vivian Mo, Daniela Terng, Julia Martinussi

Technology Director: Jefferson Russo

Digital Production: Luego

Digital Content: Rafael Venturelli, Amanda Cano, Buzzfeed Connections

Business Intelligence: Diego Mattera, Maria Thereza Faria

Artbuyer: Juliana Gardim, Kamila Bertolino

Graphic Production: Jomar Farias, Guilherme Gaggl

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. This led to a completely chaotic campaign, much like the families we all love.

AGENCY:
F/Nazca Saatchi & Saatchi

CREATIVE DIRECTORS:
Fabio Fernandes, Leo Claret, Rodrigo Castellari, Toni Fernandes

CREATIVE TEAM:
Bruno Kuni, Thiago Bach+

“Skol is a family now”

“I’m the most loved in Brazil”

“I’m the hop warrior”

“I’m the black belt of beers”

A prank in prime time TV sounds fun (and loud).
We began by tapping into where every family is today: WhatsApp. We even took the "big moan of WhatsApp"—a popular prank in Brazil called "gemidão"—to prime time television. It aired during Big Brother Brasil commercials (which speaks volumes to Brazilian audiences).

#FamilyGroupHas

We took the issue to Twitter's (or X's, whichever you prefer) Trending Topics with the hashtag #FamilyGroupHas. Nudes? Fights? Big moan? People shared the most entertaining insights about their families, with Skol leading the talk.

    Skol isn't a traditional family. The campaign couldn't be either.
    
Instead of radio spots, audio messages. Instead of posters, stickers. Instead of OOH, AON.

Then we took the internet to TV.
And some TV to the internet. Families do that too.

Not only memes: momemes.
We created a Meme Generator simple enough for even your tech-challenged uncle to use. On Mother's Day, it became a "momemes" generator.

Skol is now a family.
And family is family, you know...
A completely chaotic, funny, and extravagant campaign, just like the families we all love.

BRUNOKUNI

SONGWRITING

ABOUT

SKOL FAMILY

A prank in prime time TV sounds fun (and loud).

#FamilyGroupHas

Skol isn't a traditional family. The campaign couldn't be either.

Then we took the internet to TV.

Not only memes: momemes.

Skol is now a family. And family is family, you know...