BRAHMA. THE FOAMY HAIRCUT.
A case that united strategy and viral content: "The Foamy Haircut" was born as a filter and became an influencer marketing campaign that won over Brazil, making thousands of people test how their hair would look with the same cut as football players and several celebrities adopted.
The Africa's campaign for AB InBev was awarded seven times at Cannes Advertising 2022 and twice at the D&AD Awards 2022. This Social AR experience helped spread the “Foamy Haircut" movement and engage the community in Brazil, reaching over 8 million impressions - in 3 days!
My role:
While working at Vitulo, I took part in the creative process that sparked the original idea behind the “Foamy Haircut” filter — a concept that later evolved into an award-winning campaign led by Africa for AB InBev.
Beyond ideation, I was also responsible for developing the AR experience — transforming the concept into a fully functional Instagram filter that invited users to try on the iconic foam-colored haircut inspired by Brahma beer. What began as a playful Social AR concept quickly turned into a cultural movement and a centerpiece for influencer content.
