However you expect to see your career peak, its unlikely to match the same height as that of a group of athletes who performed a 135-meter high stunt to promote Argentinian beer brand Cerveza Patagonia.
“The Mountain Intervention” stunt, performed for the Anheuser-Bush-owned beer, saw 10 athletes walk along a 125-meter highline in São Paulo to encourage people to reflect on their priorities in life and view things from a different perspective. They then climbed into hammocks suspended from the line, overlooking Brazil’s busiest city.
The stunt took place at the beginning of November and drew coverage from the country’s main media outlets, including Globo, which featured it during its popular Sunday Sports program.
Organized by Beta Collective, which develops PR projects between brands and freelance creatives, it is estimated that the earned media coverage meant that over 124 million people saw the stunt.
Speaking to Adweek, Daniel Silber, head of marketing for Cerveza Patagonia, explained the reasoning behind commissioning the project: “In these recent times of lockdown and home office, people got truly messed up about their homes versus work environment, personal versus professional life, routines and pressure. People started to burnout. Cerveza Patagonia, the beer from the mountains, decided then to make an important appeal—explore before you explode. Taste the mountains, a place where you’ll be able to see things from another perspective.”
He continued: “From this insight, many ideas arose. It all started with a real social experiment, where we sent people about to explode for some weeks above the mountain and psychologists measured their stress levels before and after”.
To get people thinking, the athletes suspended a banner and wore t-shirts while performing the stunt that featured two messages: “Do you see how important balance is?” and “The skyline is not the limit”.
The stunt included hammocks for the 10 athletes to sit on 135m above ground.Cerveza Patagonia
The project also saw the brand overcome a local law that prohibits outdoor advertising in the city, a regulation known as “Lei Cidade Limpa” (the Clean City Law). However, the stunt exploited a loophole in the law—“So we did it before somebody bans this too,” explained creative director Bernardo Tavares, who founded Beta Collective six months ago. This is its second campaign for the brand and it is also working with other stablemate AB-Inbev brands too, revealed the former David Miami creative.
SOURCE : adweek
