SAGATIBA - THE PURE SPIRIT OF BRASIL
Sagatiba cachaça asked Brothers by Choice to come up with an integrated campaign to differentiate their product from competitors and to introduce a spirit category not widely known or appreciated in the United States. Faced with the unique challenge, we opened a window into contemporary Brasilian culture that divorces itself from the cliché stereotypes of soccer and sunny beaches. To bring this idea to life we created a digital destination to showcase a series of inspiring documentaries featuring artists and luminaries ranging from influential fashion designers to graffiti artists, chefs and musicians. Shot on location in Brasil during a two week time period, the films capture the vibrancy of the culture with sensitivity and honesty.
The films were part of a larger campaign strategy which included a content hub to watch seasonal mixology videos, sample a diverse range of music and learn about the spirit’s production and history. The campaign was promoted on social media, through regional print ads, banners, events, and an IPhone application. As creative director for Brothers By Choice, I was responsible for directing the campaign, designing the web site and leading the pitch work which lead to the client choosing our agency. It was very special and gratifying to be part of this project.