The brief was simple: develop a holiday gift for the clients of the agency. But we went a bit further, and decided to partner up with a craft brewery that had similar ideals. From this partnership, emerged a beer that has strength, authenticity and a brazilian touch at its core. From concept, naming and label design, this project was completely made by women.
"Comigo ninguém pode" é uma planta brasileira, teimosinha, que honra suas raízes. Energeticamente, é uma planta mística, que atrai energias positivas. Com ela ninguém pode é um posicionamento: mulheres podem chegar onde quiserem. Pode subverter a lógica de um mercado, seja o tradicional e machista mercado publicitário ou o restrito universo das cervejas. Com elas, ninguém pode. E nossa cerveja grita isso para quem quiser (e não quiser) ouvir.
Dumbcane is a plant that is tipically known in Brazil by something like "Nobody can mess with me". It's a mystical plant, that attracts positive energies. We used the plant's name and turned it into "Nobody messes with her"; that is a positioning: women can go wherever they wish. They can change the market, whether it be the traditional and misogynistic advertising market or the limited universe of beer brewing.
Concept criativo: Luiza Oliveira e Gabriela Casanova
Redação: Gabriela Casanova
Direção de arte: Luiza Oliveira
Agência Órbita
