Rio Carioca launches campaign with celebrities without celebrities.
Craft beer invests in greater brand communication in five years.


The campaign looms announce that a Rio Carioca beer campaign is coming, full of celebrities. Celebs come from football, from Bahian music, from the sertanejo, from realities, inluencers, in short, from the world of the famous. Just not.

The campaign with celebrities. But without celebrities.

You know those beautiful beer movies, which show the golden product in slow motion, label details, liquid pouring out and everything else? Because Rio Carioca, the craft beer that is Espírito Carioca Engarrafado, is launching an advertising campaign with this footprint, but without dispensing with the typical humor of the brand since it was born five years ago, in Rio. produced by Butterflies in The Stomach, soundtrack by Nova Onda and also aired in its 30” version on TV, digital channels and social networks.

The storytelling of the film tells, in the voice of a very carioca actor, that they called several celebrities to record beer films, in the biggest campaign in the brand's history. Football players, country duos, ex-reality show, an axé singer. They filmed everything, but at the time of editing, the beer “was much prettier alone” and that's why the campaign was aired without the celebrities, just with the beer itself.

Thus was born the first campaign with celebrities without advertising celebrities.

On social media, before the 45” film comes out, a teaser campaign will set the stage. With a blurred background showing what these celebrities would be, the post says that “we invited the biggest celebrities in Brazil for our new campaign. Hold." The graphics and social media campaign photos are by Studio H.

A newspaper ad will complement the teaser phase on the eve of the campaign's launch, warning that the next day, on TV and social networks, the film will go on air.

Gustavo Bastos, the agency's CEO and CCO jokes that “Everyone will be stunned by this film. Then enjoy and have one!”