↘ SUPER BOCK — FOR FRIENDSHIPS THAT ARE JUST THAT

Friendships between men and women are often put to the test. Even when there’s no romantic tension, social tension is always present. In a society shaped by outdated norms, a man and a woman dining alone can only mean one thing—at least in the eyes of others.
No wonder opposite-sex friends hesitate to meet alone, especially when partners are involved. So, when did we start believing that friendship is a lesser feeling?

↘ JAIME'S ROLE

Creative Concept, Copywriting

↘ CREDITS

agency_ o escritório / ecd_ nuno jerónimo / cd_ sérgio gomes / ad_ sávio hatherly / director_ josé pedro sousa / production company_ more maria

↘ NON-VALENTINE'S DAY

Following the campaign, and to reinforce the concept of friendship without ulterior motives, we redefined June 30th — traditionally known as Friends’ Day — as Non-Valentine’s Day. We then created an unexpected activation to make everything crystal clear.