Role: Concept and copywriter
While VAR has always generated controversy in soccer, Brahma turned these critical moments in favor
of the fans.
The Video Assistant Referee (VAR) was created to solve a lot of issues during a football match. But, in Brazil, sometimes, it takes a LOT of time to have a final decision, so the fans started being pissed off with the new technology.
Brahma wanted to make this moment a little more fun, so we created the Open VAR: during a very important game between Flamengo and Grêmio, every time the VAR was called to action, we gave free beer to people who were watching the match at the bars.
The idea became a huge PR Stunt in Brazil and all over Latin America.