In Brazilian football, there is a popular tradition associated with the television program "Fantástico," which airs every Sunday night on Rede Globo. When a player scores three goals in a single match—a feat known as a hat-trick—they earn the right to "ask for music" on the show. This means the player can choose a song that will be played during the program's broadcast, often accompanying a highlight reel of their performance.
We've created a campaign in Brazil called #3MundiaisPedeMusica ("Three World Titles Call for Music"), positioning the country as the land of surfing and rallying support for professional surfer Gabriel Medina.
We've created a campaign in Brazil called #3MundiaisPedeMusica ("Three World Titles Call for Music"), positioning the country as the land of surfing and rallying support for professional surfer Gabriel Medina.
The campaign aimed to celebrate Brazil's rich surfing heritage and Medina's pursuit of his third world championship title. By highlighting the nation's passion for surfing, Corona Extra connected deeply with Brazilian audiences, encouraging them to cheer for Medina as he competed on the world stage.
