Rio Carioca Beer - Summer of the cans (again)

Adgrunt Gustavo Bastos just told me a fun fact about Brazil, they don't have the summer of '69, they have the summer of the cans, 1987.

The Brazilian summer of 1987 became 'The Summer of the Cans', after thousands of cans containing 1.5 kilos of high-quality pressed marijuana surfaced along the hypest beaches of Rio and Sao Paulo.

Ha! I suppose some big-name dealer was very angry that his shipment oof dope floated away, to the joy of beach bums all over. I bet that summer was legendary. Gustavo has a beer client, see previous commercials here, so he had an idea to revive the summer of the cans.

Now, 11:21 and Rio Carioca Beer are bringing back the summer of the cans 2020 version, on the campaign for the new Rio Carioca beer can. The 1987 fact inspires the 1980's style of the ads.

Rio Carioca Beer is known for it's humorous and opportunity campaigns mocking politicians mostly. And now they bring back this urban legend in Brazil that is the summer of the cans.

With a colour palette that feels very mid to late eighties, the campaign has tongue in cheek headlines, like: "Do you know what the summer of the cans is? Ask your father, he probably remembers, vaguely..."  and one slamming the flavour of older brands: "With the beers back in 1987, no wonder people would rather smoke."

Agency: 11:21

Campaign: Summer of the cans

Client: Rio Carioca Beer

Product: New Can

Creative Director: Gustavo Bastos

Copywriter: Gustavo Bastos

Art Director: Vitoria Paes, Lucca Gulminetti

Account Manager: Diego Crisostomo

Head of Media: Rodrigo Sani

Aproved By: Luiz Eduardo Vieira