Antarctica content platform

Rio de Janeiro and Rio natives have always inspired Antarctica beer. It's a "Love Brand" in Rio but it was gradually loosing ground with the younger audience. Traditional media was not being effective any more so we decided to reposition the brand and completely change it's communication.
The beer has engaged with the city and its residents in all of its campaigns. That identification inspired a desire to explore everyday life in Rio using a content platform of web series with a blend of fiction and reality. It's characters engage with consumers on social platforms and also on live events promoted by the brand.
The results have been so good that it became a benchmark inside AB InBev and for the Brazilian advertising market.
So far 5 series have been produced and you can watch them all scrolling down:
1- No Gogó
2- Na Lata
3- No Boteco
4- Na Fogueira
5- Na Pressão (Coming Soon)


No Gogó

The first web serie of the platform pay's tribute to samba’s 100th anniversary. It tells a story of samba and love. It's protagonist is a beach beer vendor (the strongest tie between the brand and the city) who dreams of becoming a samba singer. He falls in love with a rich girl and tries to pass himself off as somebody he’s not – putting their love in jeopardy. The story shows that the best things in life happen when you’re proud of who you are. Whenever Guto tries to hide who he really is, things go wrong.

Creative Directors: Benjamin Yung Jr. , Marcelo Nogueira and Bruno Prosperi
Copywriters: André Arteze and Henrique Castilho
Art Directors: André Leotta, Tiago Padilia and Vitor Rolim
Social Media: 
Letícia Xavier, Hugo Luquetti, Miyashiro Maedo and Chris Mello
Digital Creative Director: Luciana Haguiara and
Pedro Burneiko
Digital Strategist: Mariana Cantarelli

Scriptwriter: Alexandre Machado

No GogÓ - Study Case

No GogÓ - FULL SERIE


Na LATA

To show that “Good things bring good things”, the second web serie of the platform tells the story of Vavá, a trash picker who finds an envelope full of money on the ground. He’s thrown into an engaging story as he tries to find the owner of the envelope, always wondering whether it’s the right thing to do, since his wife’s little bar is falling apart and the money would make a big difference for them. In the end, Vavá finally returns the money. Days later, he finds a crowd outside his wife’s bar. What he didn’t know was that the envelope belonged to the president of a Carnival “bloco” and the money was what he was going to use to pay all his employees. They fix up his wife’s bar out of gratitude and compose a song in his honor. And the audience was invited to take part in the series finale/party. Live.

Creative Directors: Benjamin Yung Jr. , Marcelo Nogueira and Bruno Prosperi
Copywriters: Gustavo Tasselli,
Rafael de Miranda and Marcelo Pignatari
Art Directors: Francis Alan, Pedro Reis and André Leotta
Social Media: Letícia Xavier, Hugo Luquetti, Miyashiro Maedo and Chris Mello
Digital Creative Director: Luciana Haguiara and
Pedro Burneiko
Digital Strategist: Mariana Cantarelli

Scriptwriter: Matheus Souza

Na Lata - Study Case

Na lata - FULL SERIE


NO Boteco

Consumers loved and engaged so much with our content that the only complain Antarctica received was about having to wait one week for each episode. That's why for the third series we decided to turn all the episodes into a single short film and only break it into episodes at the Facebook.
This third series tells the story of Marcelão, a humble worker that after loosing his job and getting kicked out his apartment, still tries to help his landlord but because of that he might loose a new job opportunity.

Creative Directors: Benjamin Yung Jr. , Marcelo Nogueira and Bruno Prosperi
Copywriter: Rafael de Miranda
Art Director: Pedro Reis
Social Media: Letícia Xavier, Hugo Luquetti, Miyashiro Maedo and Chris Mello
Digital Creative Director: Luciana Haguiara and
Pedro Burneiko
Digital Strategist: Mariana Cantarelli

Scriptwriter: Matheus Souza


Na fogueira

A story to celebrate the traditional "São João" parties. In this tale, the couple that got united on the first serie finally decide's to get married but a tragic incident burn down the Samba NGO and puts an end to their plan.

Creative Directors: Benjamin Yung Jr. , Marcelo Nogueira and Bruno Prosperi
Copywriter: Rafael de Miranda and Kiko Matoso
Art Director: Pedro Reis and Elias Carmo
Social Media: Hugo Luquetti, Miyashiro Maedo, Leonardo Belquiman,
Clauber Volinsky, Ricardo Andres and Chris Mello
Digital Creative Director: Luciana Haguiara and
Pedro Burneiko
Digital Strategist: Bruno Narchi

Scriptwriter: Matheus Souza


NA Pressão

Coming soon...