Summer is a huge moment for Brazilian-inspired brand Sol de Janeiro. The brand tasked us to create an experiential, guerilla sampling activation to support its above-the-line campaign.
The aim of the game was to get consumers to “unleash their summer self”, with Sol de Janeiro fuelling their feel-good summer vibes.
Finally, summer’s here, and it’s time to celebrate!
To bring the brand to life, we aimed to incorporate Brazilian music, tropical scents, and tactile experiences to fully immerse consumers in the Sol de Janeiro world.
Our concept was bringing the Sol De Janeiro Summer Troupe to the streets to spread happiness (and Bum Bum cream)! This lively bunch of entertainers, musicians and Brand Ambassadors would kick start a summer party, encouraging passersby to sample, sing along and fall in love with Sol de Janeiro.
We’d pop up near Boots stores to direct people there to encourage full-size purchases and explore the entire Sol de Janeiro range.
We brought the Brazilian vibe of Sol de Janeiro to the UK streets in this uplifting and energising activation, surprising and delighting passersby with music, dancing, instruments and chanting!
Channelling the spirit of Rio, we unleashed drummers and percussionists to capture attention with an electric Brazilian-themed playlist. Three entertainers engaged the crowd and danced to the music, encouraging people to join the party.
We sampled the famous Bum Bum Cream and stick-scented Cheirosa 62, letting people get tactile with the products to experience them on their skin. We drove them to the local Boots store to explore the range and to make purchases of anything they discovered from the guerilla sampling.
The resulting brand experience created a feel-good, not-to-be-missed scene.
