BRAHMA. THE FOAMY HAIRCUT.
Objective:
To unite strategy with viral content, igniting a cultural movement that profoundly engaged the Brazilian community around the Brahma brand.
Creative Solution:
Born from an innovative Social AR Instagram filter concept, "The Foamy Haircut" quickly evolved into an award-winning influencer marketing campaign. This initiative invited thousands to virtually try on an iconic foam-inspired haircut, transforming a playful digital concept into a widespread cultural phenomenon adopted by influencers, celebrities, and football players through real-life activations.
The campaign garnered 7 Cannes Lions 2022 and 2 D&AD Awards 2022, achieving over 8 million impressions in just 3 days.
My Role & Strategic Impact:
Played a key role in the creative ideation that sparked the original concept for the 'Foamy Haircut' filter, which was then amplified by the client into the award-winning campaign.
Developed the full AR experience, transforming the playful digital concept into a highly functional Instagram filter essential for its viral adoption and user engagement.
Strategically connected the Social AR concept to a broader cultural movement and ensured its central role in influencer content, contributing directly to the campaign's widespread engagement and record impressions.
(This project was created at Vitulo.)
