Antarctica: THE SAMBA TABLE

Credits & Description:

Type of entry: Social for Mobile
Category: Use of Co-Creation & User Generated Content
Advertiser: AMBEV
Product/Service: ANTARCTICA
Agency: ALMAPBBDO São Paulo, BRAZIL
Client: AMBEV
Product: ANTARCTICA
Entrant: ALMAPBBDO São Paulo, BRAZIL
Type of Entry: Social for Mobile
Category: Use of Co-Creation & User Generated Content
Entrant Company : ALMAPBBDO São Paulo, BRAZIL
Advertising Agency : ALMAPBBDO São Paulo, BRAZIL
Partner/Co President Of The Board.: Marcello Serpa (Almapbbdo)
Chief Creative Officer: Luiz Sanches (Almapbbdo)
Creative Director: Marcus Sulzbacher (Almapbbdo)
Creative Director: Bruno Prosperi (Almapbbdo)
Creative Director: Renato Simoes (Almapbbdo)
Digital Creative Director: Luciana Haguiara (Almapbbdo)
Digital Creative Director: Sandro Rosa (Almapbbdo)
Art Director: Tiago Padilia (Almapbbdo)
Designer: Pedro Zuccolini (Almapbbdo)
Designer: Bruno Borges (Almapbbdo)
Production: Tor Clausen ()
Production: Frank Morais ()
Art Buyer: Carolina Gorini (Almapbbdo)
Art Buyer: Teresa Setti (Almapbbdo)
Video Copywriter: Marcelo Pignatari (Almapbbdo)
Video Copywriter: Leandro Marchiori (Almapbbdo)
Video Art Director: Marcelo Tolentino (Almapbbdo)
Creative Technologist: Renato Jun Okida (Almapbbdo)
Account Vice President: Fernanda Antonelli (Almapbbdo)
Bdu Manager: Mateus Schroeder (Ambev)
Creative Execution:
The success of our Samba Table is related to the sharing potential of mobile content. After creating a beat using our special table, users could share the beat with their friends through a QR code. This way, happy hours turned into recording sessions, with hundreds of fresh beats being created and uploaded on social media networks. We helped spread the samba tradition in the most 2.0 way possible.
The Samba Table's mobile site was used to publish songs that people recorded in real time through the Samba Table's record system.
The mobile website is blocked for anyone that is not on the same physical location of the table, in order to not interfere on someone's real time experience.
The Samba Table stood out as a successful case in the Brazilian beer market, as it exceeded all expectations in terms of both shares and spontaneous media generated. We managed to reach our main goal: to preserve an important part of Brazil’s culture by upgrading the tools for creating and experiencing samba vis-à-vis the expectations of a generation that has grown used to carrying the Internet everywhere it goes. In a nutshell, technology has advanced considerably in the past few decades, so Antarctica merely updated an important tradition by adding technology to it.
Antarctica Beer wanted to demonstrate that it cares about preserving the essence of Brazil’s popular culture. And in Brazil, nothing is more popular than samba. That’s why Antarctica relied on the traditional meeting place of samba fans, the bar table, to entertain people in an interactive, fun way — and with lots of rhythm. The Samba Table creatively brings together a mix of design, music and technology to provide people with a full samba school drumming section that they can play with. All this was supported by a digital platform that would record the beats and allow people to share them with friends on social media networks through a QR code.