Spaten Fight Night II
PROJECT NAME
Spaten Fight Night II
CLIENT
Spaten / AB InBev
OVERVIEW
Fans waited 27 years for this rematch. Spaten's goal was to make it happen. We kinda failed, but it was nice anyway.
In its second year, Spaten Fight Night brought Wanderlei Silva and Vitor Belfort to fight again after 27 years. They never did — Vitor got injured during training. But the campaign had it all: from drones to love (?) letters.
If you're in Brazil, you probably know what happened. If you don't, we have a loooot of things to talk about.
Spaten Fight Night is an event to celebrate martial arts & combat sports. Its first edition happened in 2024, and its goal is not to promote influencer fights, but real fights between real legendary fighters. But sometimes they go crazy... what can you do?
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Since they couldn't stand each other, we had to keep them separated during the promotion. And we went the extra mile.
Since the two fighters were bitter rivals, we couldn't have them on the same spot. For the Open Workout sessions, we had them both training in two different heliports. They couldn't touch - but they could see each other.
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Following all the rituals: intense faceoff, Faria Lima St., thousands of people, and free beer.
Finally, the face-off. In one of the most crowded streets of São Paulo, the two fighters were finally face to face, surrounded by a crowd of over a thousand people thirsty for blood.
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One thing to cross from my bucket list: make a videogame. This is Spaten Fight Game.
When Vitor Belfort injured himself, fans were frustrated: they were expecting the fight for over 27 years. That's when we jumped in to make the fight happen in the only place it could: in the server.
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