Vem Ser Brasil!
- Brand
- Guaraná Antarctica
- Year
- 2014
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- DDB Brasil
Objective
Guaraná Antarctica, official sponsor of Brazil's national team, used the 2014 World Cup at home to turn the tournament's flood of foreign visitors into converts for the host squad. Building its own mobile game let the brand extend its team sponsorship into a digital product it fully owned, holding fans' attention for the length of the competition. Making guaraná the in-game currency and the host cities the levels tied that product directly to national identity and to the event itself.
Solution
Vem Ser Brasil! is an endless runner: the player picks one of six characters and takes off sprinting through a recognizable Brazilian city — Rio de Janeiro, São Paulo, Brasília, or Manaus. While running, they collect guaraná fruit in place of coins and steer into passing tourists to turn them into Brazil fans. Each city stage carries its own mission — hang-gliding over Rio, gathering 100 guaraná seeds, converting 10 fans — before the run ends. Whatever's collected can be spent in an in-game shop on new items, and each run's score lands on a global leaderboard ranked by stage.
- 1
The player downloads the free "Vem Ser Brasil!" app on iOS or Android.
- 2
At the start, the player picks one of six playable characters and one of four phases, each set in a different Brazilian host city: Rio de Janeiro, São Paulo, Brasília, or Manaus.
- 3
The core loop is an endless run through the chosen city: the character sprints forward under the player's control, collecting coins shaped like guaraná fruit and "converting" foreign tourists encountered along the route into Brazilian football fans.
- 4
Each phase sets its own objectives, such as collecting a target number of guaraná seeds or converting a set number of tourists into fans.
- 5
Certain missions swap the running mechanic for something city-specific, such as piloting a hang glider over Rio de Janeiro.
- 6
Coins and fans gathered during runs can be spent in an in-game shop on items.
- 7
Each run's score is posted to a global leaderboard, ranked separately for every phase.
