Sunday, Mother’s Day, and Skol decided to pay tribute to the most talked-about mom every Sunday: the referee’s mother!
Intending to reinforce Skol’s essence of fun and indulgence, we surprised consumers with unexpected and original activations for every special date throughout the year. Mother’s Day was no exception.
Sunday, Mother’s Day—just like every Sunday, it was also game day. We took this opportunity to honor the most remembered (and blamed) mother on the field: the mother of a soccer referee!
On behalf of Skol and fans across Brazil, we brought two cheering squads and the crew from Pânico na TV to the home of referee Flávio Rodrigues de Souza, delivering a special tribute to all referee moms.
We filmed, edited, and aired the film on Pânico na TV - a Brazilian TV show - in record time. broadcasting it live the very next day featured as a product placement. This was just one of the many creative activations we developed and executed, alongside hits like the Bafômetro Redondo - Skol Round Breathalyzer - and Sorvete Skol - an Skol Ice Cream (yep, an ice cream made from beer!).
