Skol: Pride Pack by RGA
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Popular Brazilian beer brand, Skol, knows about celebrations. That is why the brand teamed up with Pantone LLC, global leader of color standards, in an exclusive collaboration, to celebrate Pride month with a special rainbow pack, inspired by the LGBTQ+ flag.
As part of an ongoing collabs project with Skol, 'Pride Pack' was created and designed by R/GA São Paulo. The design of the cans, as well as the campaign, evoke the resemblance of globally recognizable and iconic Pantone color chips. Each of the six shades was specially selected and given the name "pride" in honor of their unique symbolic meaning: Yellow Pride, Red Pride, Green Pride, Blue Pride, Orange Pride and Purple Pride.
The initiative reinforces Skol's commitment to respect and diversity. For over four years, the brand has adopted a plural and diverse point of view in all its communications, reflected in, for example, the ongoing support to the LGBTQ+ cause, both with events and entities engaged in building diversity.
Pride Pack cans are available at dozens of parties that take place during Pride Month. The pack itself will be sold in a limited edition at emporiodacerveja.com.br.
Credits
Work: Skol + Pantone Pride Pack
Product: Skol
Client: Ambev
Agency: R/GA São Paulo
Managing Director: Fabiano Coura
VP, Executive Creative Director: Saulo Rodrigues
Creative Director: Rafael Freire
Associate Creative Director: Ilan Orengel, Herbert Freitas
Creative Team: Marcelo Diniz, Gabriel Berta, Erica Igue, Mauricio Gomes
VP Tech & Production: Edson Sueyoshi
Client Services: Tatiana Hawthorne, Lele Baptista, Ivana Carvalho, Carolina di Diniz
Executive Producers: Flaviz Guerra
Production: Thiago Zara, Breno Amorim
Strategy: Giacomo Groff, Karina Corchs
Content Studios: Leonardo de Jesus, Caroline Bonani e Beatriz Couto
Motion Design: Andrea Senise, Bruno Jorri, Caio Amaral, Alberto Galloni
Ambev Clients: Ricardo Dias, Maria Fernanda Albuquerque, Daniel Feitoza, Leandro Thot, Gabriela Gallo
Pantone Clients: Laurie Pressman, Myan Yip, Elizabeth Vitiello, Timothy Heyer
