Spaten Fight Night
PROJECT NAME
Spaten Fight Night
CLIENT
Spaten / AB InBev
OVERVIEW
Since there were no cool Martial Arts events to sponsor, Spaten decided to make its own.
Spaten Fight Night brought to the table not only a new and serious fighting event, but also brought Silva vs Sonnen, one of the most historic MMA rivalries, to headline its opening night.
Live on Brazil's largest TV channel: a night to break records and to be remembered forever.
A gala night to celebrate Boxing, with national and international stars and celebrities watching two legends firsthand.
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Not just a Marketing Stunt: real fights, real fighters - preparing for months in advance to deliver the show.
Forget influencer fighting — this was real, raw Martial Arts combat. Every fighter took the time to prepare for it as if it was the last time they would step into the ring. For some, it was.
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The year is 2024, but it feels like 2012: Brazil is talking about Fighting once again.
The last time that Brazilians got hyped about a professional fight was 12 years ago. But in 2024, they flooded the streets for a chance to catch a glimpse of Anderson.
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Just because it's aggressive, bloody and brutal doesn't mean it can't be beautiful.
Premiumness. Tradition. Design. These things live at the core of the brand — and were reflected in every aspect of the campaign.
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