{"id":4162,"date":"2026-08-10T15:12:39","date_gmt":"2026-08-10T18:12:39","guid":{"rendered":"https:\/\/profile.ag\/case\/side-by-side-with-those-who-make-carnival-happen\/"},"modified":"2026-08-10T15:12:39","modified_gmt":"2026-08-10T18:12:39","slug":"side-by-side-with-those-who-make-carnival-happen","status":"publish","type":"case","link":"https:\/\/profile.ag\/en\/case\/side-by-side-with-those-who-make-carnival-happen\/","title":{"rendered":"Side by side with those who make Carnival happen"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":4005,"menu_order":0,"template":"","categories":[],"categoria-de-case":[],"class_list":["post-4162","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"frase_em_destaque_-_titulo":"We transformed active listening and branding into a closer relationship between Ambev and street vendors, which took shape in the form of communication, work equipment, and infrastructure.","frase_em_destaque_-_titulo_source":{"label":"Frase em destaque - T\u00edtulo","type":"text","formatted_value":"We transformed active listening and branding into a closer relationship between Ambev and street vendors, which took shape in the form of communication, work equipment, and infrastructure."},"nome_do_premio":"AMPRO Awards 2025","nome_do_premio_source":{"label":"Nome do pr\u00eamio","type":"text","formatted_value":"AMPRO Awards 2025"},"cliente":"Ambev","cliente_source":{"label":"Cliente","type":"text","formatted_value":"Ambev"},"data":"2025","data_source":{"label":"Data","type":"text","formatted_value":"2025"},"nos_entregamos":"Listening and Diagnosis <br\/> <br\/> Branding Strategy <br\/> <br\/> Verbal and Visual Identity <br\/> <br\/> Experience Design.","nos_entregamos_source":{"label":"N\u00f3s entregamos","type":"text","formatted_value":"Listening and Diagnosis <br\/> <br\/> Branding Strategy <br\/> <br\/> Verbal and Visual Identity <br\/> <br\/> Experience Design."},"time_responsavel":"","time_responsavel_source":{"label":"Time respons\u00e1vel","type":"text","formatted_value":""},"desafio_-_titulo":"Opportunity","desafio_-_titulo_source":{"label":"Desafio - T\u00edtulo","type":"text","formatted_value":"Opportunity"},"desafio_-_texto":"Ambev saw Salvador\u2019s Carnival as an opportunity to rebuild its relationship with street vendors\u2014essential workers for the festival who had to endure the sun, rain, and poor infrastructure throughout the festivities. In addition to working conditions, there was a history of estrangement and reputational challenges that called for an approach capable of restoring trust. The project needed to transform institutional support into a tangible presence, recognized by those who experience Carnival on the streets. More than just creating an identity, the moment called for a brand built on the reality of street vendors, with language, services, and experiences consistent with their needs.   \n","desafio_-_texto_source":{"label":"Desafio - Texto","type":"textarea","formatted_value":"Ambev saw Salvador\u2019s Carnival as an opportunity to rebuild its relationship with street vendors\u2014essential workers for the festival who had to endure the sun, rain, and poor infrastructure throughout the festivities. In addition to working conditions, there was a history of estrangement and reputational challenges that called for an approach capable of restoring trust. The project needed to transform institutional support into a tangible presence, recognized by those who experience Carnival on the streets. More than just creating an identity, the moment called for a brand built on the reality of street vendors, with language, services, and experiences consistent with their needs.   \n"},"solucao_-_titulo":"Solution","solucao_-_titulo_source":{"label":"Solu\u00e7\u00e3o - T\u00edtulo","type":"text","formatted_value":"Solution"},"solucao_-_texto":"We began by immersing ourselves in the Carnival routine and actively listening to street vendors to understand what needed to change in the relationship with Ambev. Our analysis showed that the brand should not take on the role of a \u201csavior\u201d or a distant sponsor. The approach needed to be on an equal footing, respectful, and backed by tangible benefits. From this analysis emerged the premise \u201calways alongside, never above,\u201d which guided the entire project.     <br> <br> \nThe idea took shape as a brand identity capable of speaking on equal terms. We defined an inclusive, trustworthy, and down-to-earth tone of voice, focused on recognizing workers\u2019 efforts without resorting to empty promises. Visually, we created our own iconography inspired by objects found in street vendors\u2019 daily lives, such as Styrofoam, stools, beach umbrellas, flip-flops, and caps. The warmer colors from Ambev\u2019s palette brought the brand closer to the human energy of Carnival.     <br> <br> \nThis system was applied to the various touchpoints of the experience. Credentials, sunscreen, and kits containing a UV-protective shirt and a cap were no longer treated as freebies but were instead presented as work gear. At the Bora Ambulantes HUBs, the brand organized spaces with restrooms, drinking water, rest areas, and cell phone charging stations. Thus, the narrative of partnership became a visible and useful contribution: the brand began to function as infrastructure, a welcoming presence, and a symbol of respect.   \n","solucao_-_texto_source":{"label":"Solu\u00e7\u00e3o - Texto","type":"textarea","formatted_value":"We began by immersing ourselves in the Carnival routine and actively listening to street vendors to understand what needed to change in the relationship with Ambev. Our analysis showed that the brand should not take on the role of a \u201csavior\u201d or a distant sponsor. The approach needed to be on an equal footing, respectful, and backed by tangible benefits. From this analysis emerged the premise \u201calways alongside, never above,\u201d which guided the entire project.     <br> <br> \nThe idea took shape as a brand identity capable of speaking on equal terms. We defined an inclusive, trustworthy, and down-to-earth tone of voice, focused on recognizing workers\u2019 efforts without resorting to empty promises. Visually, we created our own iconography inspired by objects found in street vendors\u2019 daily lives, such as Styrofoam, stools, beach umbrellas, flip-flops, and caps. The warmer colors from Ambev\u2019s palette brought the brand closer to the human energy of Carnival.     <br> <br> \nThis system was applied to the various touchpoints of the experience. Credentials, sunscreen, and kits containing a UV-protective shirt and a cap were no longer treated as freebies but were instead presented as work gear. At the Bora Ambulantes HUBs, the brand organized spaces with restrooms, drinking water, rest areas, and cell phone charging stations. Thus, the narrative of partnership became a visible and useful contribution: the brand began to function as infrastructure, a welcoming presence, and a symbol of respect.   \n"},"resultados_-_titulo":"Results","resultados_-_titulo_source":{"label":"Resultados - T\u00edtulo","type":"text","formatted_value":"Results"},"resultados_-_texto":"The Bora Ambulantes initiative exceeded its initial goal of serving 2,000 people: 2,815 street vendors were served, and 2,695 work kits were distributed. The initiative achieved a satisfaction rate of over 90% among participants, validating the project\u2019s ability to translate its narrative of community engagement into tangible benefits. By applying its brand identity to the equipment and HUBs, Ambev has forged a new kind of relationship with the people who make Carnival happen.  ","resultados_-_texto_source":{"label":"Resultados - Texto","type":"textarea","formatted_value":"The Bora Ambulantes initiative exceeded its initial goal of serving 2,000 people: 2,815 street vendors were served, and 2,695 work kits were distributed. The initiative achieved a satisfaction rate of over 90% among participants, validating the project\u2019s ability to translate its narrative of community engagement into tangible benefits. By applying its brand identity to the equipment and HUBs, Ambev has forged a new kind of relationship with the people who make Carnival happen.  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