Brahma Brahmasnatch Campaign | Summer Events & Lifestyle | Clapboard Ad Archive

Brahmasnatch

Description

Brahmasnatch is a dynamic digital campaign launched in Paraguay in December 2019 for the alcoholic drinks brand Brahma, developed by the ad agency Craniux. This innovative marketing initiative engaged Brahma’s audience by empowering followers to take control of the storytelling experience, creating a personalized and immersive connection with the brand. The campaign smartly aligned with the vibrant summer season, offering a range of interactive options that allowed users to stay updated and involved with Brahma’s summer events. These events included a warm-up party at the bar, the excitement of carnival celebrations, and lively nights of dancing at the Party Park, among other festive activities. By leveraging digital media, Brahmasnatch capitalized on the energetic and social spirit associated with Brahma, encouraging consumer participation and enhancing brand affinity during a peak social period. Presented entirely in Spanish, the campaign’s single media asset delivered a seamless, culturally resonant experience that echoed the warmth and enthusiasm of Paraguayan summer celebrations. This approach not only strengthened Brahma’s presence in the local market but also fostered a sense of community around the brand, inviting consumers to immerse themselves actively in the brand narrative while enjoying iconic social moments. Through its interactive storytelling and strategic timing, Brahmasnatch exemplified how digital media can be harnessed to deepen engagement, drive brand loyalty, and create memorable connections in the competitive alcoholic drinks industry.

Credits

Client

Brahma

Agency

Craniux

Creative Director

Panchi Galarce

Art Director

Raúl Ortiz

Account Management

Diego Chirife, Koki Ayazar

Copywriter

Panchi Galarce

Content Manager

Georgina Diaz

Producer

Gonzalo Irún

Post Production

Federico Demestri

Dgc

Alvaro Léoz

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Campaign Proposition

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Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign, titled 'Brahmasnatch,' very likely borrows its creative approach from the popular interactive film "Bandersnatch" by Netflix, heavily implied by the campaign name and the audience participation aspect ("followers could feel like they were in charge of the stories"). The concept centers around users influencing storylines through digital interaction—a clear nod to the Bandersnatch format—rather than simply showcasing lifestyles or product benefits. Although the product is involved through summer events and parties, the core device is parodying or mimicking a recognizable interactive pop culture format, fitting FORMAT#12. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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