Because there's no better place to lounge in a hammock than 135 meters above the street, strung between two skyscrapers...
Last month, in São Paulo, Brazil, AB InBev brand Cerveza Patagonia dispatched 10 highline athletes to do just that for a stunt dubbed "The Mountain Intervention." (The beer takes its name from a mountain range in South America.)
At various points in the performance, the highliners unfurled messages encouraging onlookers to reflect about the frantic pace of daily metropolitan life and gain some fresh perspective.
One banner read, "Do you see how important balance is?" Another proclaimed, "The skyline is not the limit."
The brand got a big lift, via Brazil's Globo TV network and a segment on the sports program Esporte Espetacular, generating earned media seen by 124 million viewers.
"Developing projects for Patagonia is a lot of fun," say Bernardo Tavares, founder and creative lead at Beta Collective, which devised the activation. "We get to create challenging ideas and then get them off the ground—literally. Also, we get to drink decent beer and have fun inventing punny headlines. With work like that, you don't even need to go to the mountains to relax."
Siblings Fábio and Marília Meirelles, who shot the dizzying video, add, "We're always challenged in new ways, with work that takes us to unexpected places like the top of a mountain or the top of the tallest skyscrapers. The freedom to think creatively about the films we do for Cerveza Patagonia makes overcoming these challenges very rewarding."
Yep, you need a brave client. These projects don't just fall from the sky.
In September, the same team fashioned "The Mountain Experiment" for Cerveza Patagonia, sending folks into the hills to help relieve their anxiety and stress.
THE MOUNTAIN INTERVENTION
Company: ZX Ventures
Brand: Cerveza Patagonia
Creation: Beta Collective
Creative Director: Bernardo Tavares
Art Director: Leandro Bechara
Copywriter: Bernardo Tavares
Head de Marketing: Daniel Silber
Marketing Manager: Eduardo Fernandes
Producer: Samantha de Freitas Vieira
Directors: Irmãos Meirelles (The Meirelles Siblings)
Production Director: Marcelo Colaiacovo
Producer: Clara Rodrigues
Production Assistant: Carolina Sousa de Araújo Ferreira, Daniel Bezerra Campos
Photography Director: Rod Cauhi
1st Camera Assistant: Alexandre Serafini
Camera Operator (2nd unit): Willian Barban Galbiati
Location Producer: Eduardo Bitar
Drones: Alberto Kalin Youssef Matulaitis (Betinho), Felipe de Oliveira Moreno, Ricardo Cachone Zanzarini, Laurent Ceglia, Daniel Hafez
Logger: Renan Aristoteles Fernandes
Editor: Daniel Crepaldi
Audio Company: Estúdio Casa da Árvore
Soundtrack: Pedro Penna e Pedro Turcão
Mix e sound design: Pedro Penna e Pedro Turcão
Voice Over: Charles King
Athletes: Allison Ferreira de Oliveira, Andreza Pereira Monteiro, Gustavo Souza Féo de Oliveira, Joel Soares da Silva, Jurandy Ferreira de Melo Junior, Matheus Stoco Vidal, Monique Paredes, Paloma Cristine Galvão Cardoso, Vinicius Cauhy
Direção e fotografia de conteúdo: Murilo Vargas de Vasconcelos Cançado
Camera: Eduardo Barbetta
Photo: Gustavo Oliveira
Producer: Ana Paula Brucker
Drones: Beto Albertin, Luiz Ricardo de Oliveira Freitas