Why wait for summer to truly live?
Unlike other beers that typically herald the arrival of warmth and summer, Hoegaarden is distinct, and for the brand, it's Spring that should be celebrated.
In Hoegaarden's 2022 Spring campaign, the strategic creative team at SOKO drew from the insight: although it feels like summer all year round in many parts of the country, Brazilians tend to wait for summer to fully embrace life, overlooking the beauty and delights of spring.
Thus, our narrative became an invitation: urging the audience to enjoy this season with the same fervor with which they embrace summer.
Our visuals materialized the concept by reimagining typically summery activities in spring settings, demonstrating that spring, with its unique, natural, and refreshing atmosphere, is the ideal time to enjoy lightness and connect with nature, aligning perfectly with the brand’s ethos and vision.
Another reinterpretation was the Cangaardens.
The canga, a typical summer item adorned with a vibrant print, is now transformed into a spring picnic blanket.
We created experiences throughout the season, inspiring urbanites across major Brazilian cities to experience Hoegaarden's naturally different spring, in parks, enjoying the sun and shade in the mild spring weather.
Brand: Hoegaarden
Agency: SOKO
CEO/CCO: Felipe Simi
ECD: Rafael Caldeira
Creative Director: Elisa Gerber
Copywriter: Lucas Abreu
Art Director: Morgana Ávila, Pedro Miranda
Content: Marina Tomaz, Aiara Oliveira
Strategy: Diogo Uchoa, Wallan Firmo
Illustration & Animation Studio: Black Madre