The Brazilian street carnival is known as the time of the year where people have fun going out on the streets, wearing costumes and dancing traditional songs. To celebrate the season, we created a film where two people have fun wearing Itaipava costumes. One was the bottle and the other one was the bottle opener.

Once the film was released, the internet loved it and the brand lovers started asking for it. So we created more costumes and gave it away for a few lucky fans.

And they went crazy on the streets during Carnival, taking Itaipava with them.

Fun fact: Brazilian street carnival is sponsored by itaipava’s competitors.

From digital to real life

After the film launch, Itaipava’s social pages were flooded with requests from fans eager to wear the costumes featured in the film during Brazil’s biggest street celebration—Carnaval. So, we listened. And we created special edition costumes just for them.

Organically, we managed to steal the spotlight during Carnaval—despite it being sponsored by our competitors.