Stills & Concepts
Y&R agency created another spot for Itaipava beer, celebrating the oncoming southern hemisphere summer. Picking up the “100% Beer” campaign, the new commercial proceeds with the concept of the different percentages that make up the ideal world. On the previous spot, entitled “Re-Brazil”, two buddies speculate about the amount of forests, cities, men and women they would pick were they to rebuild the country from scratch. This time the focus is on a beach, which starts out deserted and is gradually taken over by droves of girls, surfers, friends and sand footballers, each group chanting their respective quota inside the ideal distribution: 50%, 15%, 30%, 5% and so on. The perfect union of those elements is capped by the arrival of a swarm of Itaipava salesmen, intoning the rallying chorus of “100%! 100%” for everyone’s merriment.

Directed by Mateus de Paula Santos and Nando Cohen, the spot displays a warm, luminous photography that perfectly captures the ambience of a beach in broad summer daylight, while the montage alternates between close ups of the characters and aerial shots of the crowds, establishing an epic, riveting mood.
Stills & Concept Art
Production Company
Vetor Zero / Lobo
Creative Directors
Mateus de Paula Santos & Nando Cohen
Executive Producers
Alberto Lopes & Sérgio Salles
Account Manager
Paula Saraiva
Maísa Mendonça
Director of Photography
Pierre Kerchove
Art Direction
Marcelo Reginato
Assistant Director
Beto Maldonado
CGI Supervisor
Cleverson Leal
Vinicius Martins
Post Production
Vetor Zero / Lobo