Budweiser: Hermeto - Made of Music [image] 2

Credits & Description:

Brand AB INBEV
Entrant AFRICA SAO PAULO
AFRICA Sao Paulo, Brazil Entrant Company
AFRICA Sao Paulo, Brazil Idea Creation
PBA CINEMA Sao Paulo, Brazil Production
Bleach Post Sao Paolo, Brazil Production
QUIET CITY MUSIC + SOUND Sao Paulo, Brazil Production
WEBCORE Sao Paulo, Brazil Production
DMTR.ORG Sao Paulo, BRAZIL Production
Sergio Gordilho Africa Chief Creative Officer
Matias Menendez Africa Creative Director
Sergio Gordilho Africa Creative Director
Felipe Ribeiro Africa Copywriter
Fernando Marar Africa Art Director
Monique Lopes Lima Africa Special Projects
Juliana Leite Africa Special Projects
Julia Newman Africa Special Projects
Isabela Levy Africa Special Projects
Carolina Boccia Africa Client Services
Bruna Alonso Africa Client Services
Rafael Nogueira Africa Client Services
Mariana Marcao Africa Client Services
Carolina Mader Africa Project Manager
Luiz Fernando Vieira Africa Media
Rodrigo Famelli Africa Media
Tony Arbex Africa Media
Bruna Morano Africa Media
Leonardo Ar Africa Media
Rodrigo Maroni Africa Planning
Aldo Pini Africa Planning
Vitor Amos Africa Planning
Larissa Perroni Africa Planning
Isabella Ayub Africa Planning
Glau Africa Planning
Carla Lustosa Africa Print Production
Fernanda Badan Africa Print Production
Carmen Castillo Africa Art Buyer
Natasha Latronico Africa Art Buyer
Bob Wolfenson . Cover Album Photographer
Rodrigo Ferrari Africa Agency Producers
Patricia Melito Africa Agency Producers
Santi Dulce PBA Cinema Director
Mayra Gama PBA Cinema Executive Director
Fernando Fanucchi PBA Cinema Executive Producers
Nivio Alves de Souza PBA Cinema Executive Producers
Mario Ubirajara PBA Cinema Post-production Coordinator
Fernando Bertolucci PBA Cinema DOP
Joao Paulo Amato . Editing
Cadu Silveira . Editing
Mario Ubirajara PBA Cinema Post-producer
Joao Paulo Amato PBA Cinema Post-producer
Chris Jordao and team Quiet City Music + Sound Maestro

Synopsis
Budweiser celebrates authenticity in all its forms. The beer that hasn’t changed its recipe in 140 years celebrates those who have never changed their essence either. In the music universe, Bud has been building its reputation by being closer to artists who bring something new to the scene and leave a legacy that takes music to a next level. That’s the case of Hermeto Pascoal, a Brazilian self-taught multi-instrumentalist, who goes beyond instruments to play with his body and any other object he has around. His originality, combined with an outstanding technique, has taken him to the most prestigious venues across the planet. He is a worldwide legend, and he’s still playing, but, as years go by, his experimentalism has been losing touch with the new generation. Nowadays, his success has been confined to his restrict group of followers, who have been with him throughout his whole career.

Outcome
In less than 2 months, the project reached more than 20 million people. More than 500 thousand unique users went to the platform and 9 thousand digital album covers were created. Besides that, we had 20% of share rate, and a time spent average of 3.46 minutes on our website. If, for a moment, there was a lack of mainstream interest in the former releases of Hermeto Pascoal, that moment is now history.

Execution
We needed to go deeper in our transcription in order to be truly interesting to everyone. And we know music has its own gestalt, which defines how we interpret it, and it changes according to cultural aspects. So, to leave interpretation aside, we decided to focus our analysis on the physical parameters of the songs. We started reaching common parameters like volume spikes and frequency, but we needed to go beyond to be able to comprehend such complex melodies, so we worked on more specific parameters, like "inharmonicity", which estimates whether an audio frame sounds harmonic or not. With this data, we built a tool to visually translate it, carrying the particularities of each instrument he played in this new recording. All of these combinations created unique user-generated imagery that worked as personalized album covers of this new release, and every share became a single spread on social media.

Campaign Description
In the 30th anniversary of his first solo album, Budweiser decided to a pay a tribute and connect Hermeto with the world of today. We invited him for a new album recording, but we captured more than sounds. After studying the complexity of his music, we defined 12 parameters to be extracted from his songs. With this data, we transcribed each parameter into a particular visual distortion. For the first time, his lack of metrics and complex harmonies were visually translated. As a tribute to his career, we started translating his new songs over pictures of some artists who crossed his path along his life. This selection of images became the design for his new launch. But we went one step further: we opened the platform, so people could watch his performance while creating their own album cover, to become their official Made of Music cover on Spotify.