The US launch of Brahma used Brazil's diverse and colourful culture as its focus. The country's music is as intrinsic as is the culture of participation and improvisation. The idea was not just to get people to listen but to get involved as well. The result was two interactive ads designed to draw you into the action and get you making music. Each piece featured a way to improvise a rhythm, either on a matchbox or Brahma bottle. Once you click through, you find yourself on a dedicated music section on the Brahma website, allowing you even greater participation and involvement.
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