United
Passion
The Parintins
Festival
Parintins Folklore Festival (Festival Folclórico de Parintins), is a popular annual celebration for three days in late June held in the Brazilian city of Parintins, Amazonas. It is one of the largest annual festivals in the country.
The festival takes place with a competition between the two Bulls (Garantido and Caprichoso) that tell the legends of the Amazon through music and dance in their presentations. Despite the huge rivalry between them, the two fans unite with a single passion during the festival days.
Package Design
in the 50th anniversary edition, Brahma beer sponsored the Festival and showed the public its involvement with the local culture. One of the challenges was to create a special edition packaging design for the brand (BRAHMA) that respected the culture and had empathy from the public.
The solution was to transform the two protagonists of the Festival into a product. The result was a hit, and people kept the beer can as a souvenir for years.
The brand’s initiative had great repercussions in the media and engagement on social media.
The competition
goes to digital
During the event, the fans were encouraged to publish content using a hashtag of their Bull. Each post or tweet counted. The score was updated in real-time on the campaign's hot site. In the last day, the most passionate crowd chosen the winner BULL in this digital match.
legends of the Amazon through music and dance in their presentations. Despite the huge rivalry between them, the two fans unite with a single passion during the festival days.
