Kitevertising Fusion

The sky’s no limit for Fusion Energy Drink that transformed a Brazilian pastime, kite flying, into outdoor media.

To launch its new brand positioning, Fusion created a kite festival with discounts literally falling from the sky.

The sky was filled with bright colors in Rio de Janeiro, and it wasn't the clouds fluttering above the Favela Vigário Geral but CREW’S KITES, a stunt created by Fusion, an Ambev energy drink with affordable prices that’s aiming to build a new relationship with residents in favelas.

This initiative, created by Beta Collective, invited more than a thousand people to a kite festival, bringing the sport - which has been around in favelas for decades - into the spotlight and, furthermore, has remained almost entirely untapped by the advertising market, even though it is regularly present across Brazilian pop culture, from rap and funk music to soap operas.

Based on this insight, Fusion invited Pipa Combate, the biggest kite channel in Brazil, with 2.5 million subscribers, to literally make discounts fall from the sky.

On top of that, the brand created five different kite models, all distributed for free at the headquarters of AfroReggae, one of the project's partners.

This stunt was produced in partnership with Dilúvio and filmed by Director Raphael Taira. They co-created the campaign with Beta Collective and had the talents of local photographers such as Pam Nogueira, and Sallem aka Fotogracria - a great, young photographer from the world famous Favela ‘Rocinha’, who has been a massive success on Instagram and Tik Tok with over 275 thousand followers.