Carnival is the biggest national festival in Brazil. It is so important that even if there are ongoing European championships, the greatest Brazilian football players always find a way to attend. Brahma is the biggest sponsor of Carnival and Football in Brazil. Therefore, in 2023 we created an experience activation that stimulated interaction between Brahma beer and its consumers. A "fake" Medical Department was designed to receive "injured" football players and to take care of their well-being in the middle of Carnival. The space was built in a privileged location and offered a physiotherapy gym, cryotherapy bathtub, ice pack, compression boots with can holders and healing spray that resembled beer foam. With a satirical concept, the state-of-the-art medical department served as a party venue and relaxation space for professional football players in the middle of Carnival.
