Brahma's Duplo Molt Haircut

The campaign was developed by Africa DDB in response to regulations around beer sponsorship of football. Brahma has for a long time sponsored football shirts in Brazil but they've got new regulations now that meant they could no longer sponsor the shirts and so they had to find a way round that. They did it by recreating the look of a pint of Duplo Molt with that with that foamy top they recreated it in the haircuts of players. The haircut started to be to be seen everywhere and then that was backed up with a digital and out-of-home campaign. So without the name Brahma appearing on the football shirts its product still very much infiltrated the game.