How do you talk to the Brazilians – and only the Brazilians – at Cannes? That’s what we needed to do to promote the El Ojo de Iberoamérica, an advertising festival made exclusively for Ibero-Americans. We created and submitted a spot for a beer that doesn’t exist. It was spoken in Portuguese with fake English subtitles. The audio talked about the festival, while the subtitles deceived the English-speaking audience, making them believe it was just a lame beer spot. This way, during the longlist exhibition in the Palais, we aired our commercial and talked to all of our hermanos.
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