Picture with the Enemy
Ambev
Issue 57 | December 2020
Agency
CP+B – CRISPIN PORTER & BOGUSKY BRASIL
Creative Team
Chief Creative Officer: Marcos Medeiros, André Kassu Creative Director: Marcelo Rizério Creative: Pedro Galdi, Pedro Rosas, Rafael Costa
Other Credits
Project: Nathália Beividas Motion: Evandro Alves Planning: Luana Azeredo Account: Renata Wirthmann Media: Draftline Approval process: Daniela Dib, Debora Reis, Mayra Otsuka
Date
August 2020
Background
On International Friendship Day Fusion Energy drink invited gamers to join their greatest enemies in an unusual selfie Effort by CP+B Brazil changes video gaming behavior by encouraging gamers to take pictures with their opponents. Initiative includes a reward.
http://www.youtube.com/watch?v=adOUK3Su-wM&feature=youtu.be “Keep your friends close, but your enemies closer,” as the saying goes. On International Friendship Day, celebrated this Thursday (July 30), Fusion Energy drink turned all opponents into allies. The brand invited gamers to take a virtual picture with their main opponents. More than proof of the real value of friendship, that selfie will offer rewards. After all, in these hard times we are all going through, a friendly attitude, like a photo next to your gaming opponent, is a remarkable way of celebrating the date.
Idea
While in most video games beating your opponent means getting prizes, Fusion Energy drink decided to award prizes in a brand-new way. So, at least on this July 30th, having your enemy by your side is what counts. To earn the reward, people had to follow this simple strategy: take a photo with your gaming rival, tag your Twitter post with #fusionamizademudaojogo and @fusionenergybr, or your Instagram post with #fusionamizademudaojogo and @fusionenergydrink. They soon received a direct message with a prize: a free delivery coupon on Zé Delivery. All posts on July 30th got a reward. “For that special celebration, we wanted to pay a tribute to gamers in a unique way. A casual and fun way. Only Fusion Energy drink and the International Friendship Day were able to bring people together with their greatest enemies in the world of eSports,” Fusion marketing manager, Daniela Dib, said.
The effort, developed by CP+B Brazil, provides an unusual – but also simple and powerful – perspective to help celebrate the International Friendship Day in the gaming world. After all, it has been online where we have been able to connect with people. “This idea shows that it is possible to use the gaming platform from a different, innovative perspective. We invited gamers to change their gaming behavior and spread the message of peace and friendship. In harsh times like this, nothing better than that kind of game to start this conversation”, CP+B Brazil creative director, Marcelo Rizério, explained.
So, don’t beat your enemy. Take a selfie with them. Fusion Energy drink gave people the perfect reward.