SOKO brought Hoegaarden's global brand initiative, The Brunch Gaarden, to life in Brazil.
Our aim? Persuade consumers to swap mimosas for the world's most awarded witbier.
But in a country where brunch culture was still budding, the challenge was thrilling.
Our mission?
To ignite a journey into the delightful blend of breakfast and lunch, perfectly complemented by Hoegaarden.
Through these collage designs, we capture the essence of mixing, visually crafting a narrative that invites and creates desire for this new consumption ritual.
After all, the mix of flavors and diversity of experiences are familiar to Brazilians.
Every aspect of the craft was meticulously designed to tantalize taste buds, elevate drink appeal, and enlighten guests about the initiative and the vibrant brunch culture. .
Across São Paulo, Rio de Janeiro, and Belo Horizonte, we curated a naturally different brunch circuit, inviting everyone to experience these new rituals with Hoegaarden.
Brand: Hoegaarden
Agency: SOKO
CEO/CCO: Felipe Simi
ECD: Rafael Caldeira
Creative Director: Elisa Gerber
Copywriter: Beatriz Brandão
Art Director: Morgana Ávila, Pedro Miranda, Rafa de Prada
Content: Marina Tomaz, Aiara Oliveira
Strategy: Diogo Uchoa, Wallan Firmo
Videomaker: Victor Versolato