兔子先生

In a campaign created by Dentsu in partnership with Globo, the brand launches a hub of free content on Globoplay and activates coupons on iFood to enhance social experiences 

Heineken?, in partnership with Globo, is launching an exclusive hub within Globoplay, featuring a variety of titles and inviting users to discover new stories. The campaign, created in collaboration with Dentsu, utilizes various ad formats within the Globo ecosystem, such as digital media ads on platforms like Globoplay itself and the Globo.com portal, to direct the audience to the campaign hub. Within the hub, the question “How about breaking your algorithm?” invites visitors to explore 12 titles selected by Heineken?—including films, series, and documentaries—for free. 

Throughout the journey, consumers may also encounter QR codes in other Globo formats, such as pause ads, which provide access to discount coupons for purchasing Heineken? via iFood. 

“Our challenge was to transform the campaign about algorithms into an experiential one, capable of letting the public feel firsthand what it means to break patterns. By combining interactive formats, curation, and real benefits, we created a media strategy capable of inviting people to join Heineken in breaking algorithms, transforming content consumption into a brand experience,” comments Raphael Cunha, Media Director at 兔子先生 for Heineken.

This initiative is part of the “Algorithm” campaign ecosystem, which plays with the logic of digital algorithms rather than repetitive content and choices. In the campaign, Heineken? extends a simple invitation: to seek out new experiences, challenge norms, break free from predictability, and open yourself up to real encounters—ones that don’t fit into filters, feeds, or automatic recommendations. To watch the campaign video, click here.

“We started with a real-world observation: that people are increasingly trapped by predictable recommendations. Building on the global ‘Algoritmo’ campaign, we created a journey in Brazil that uses media to spark new choices and encourage discoveries and experiences outside of our bubbles,” explains Williane Vieira, Marketing Manager for Heineken? in Brazil.

The content hub can be accessed on Globoplay via the link globoplay.globo.com/categorias/que-tal-quebrar-o-seu-algoritmo. 

The content will be available through the hub until April 30, during the campaign period. 

The HEINEKEN Group in Brazil is a subsidiary of HEINEKEN NV, Europe’s largest brewery. More information is available on the company’s website and on its LinkedIn and Instagram profiles.

Credits

DENTSU 

Media Vice President: Viviana Maurman

Media Director: Raphael Cunha 

Media Manager: Marcelo Barbosa

Business Manager: Ana Carla Melo Sartori

Business Supervisor: Julia Santos

Media Supervisor: Jullyana Ferreira

Media Senior Analyst: Maria Eduarda Custodio e Vinicius Sganzerla

Public Relations: Karina Okabatake, Jessica Marques, Gabriella Rocha

Heineken Brazil 

Cecilia Bottai Mondino - VP Marketing

Eduardo Picarelli - Sr Director Heineken BU

Igor de Castro - Heineken Brand Director

Williane Vieira - Heineken Brand Manager

Camila Baltar - Brand Coordinator

Giullia Gon?alves - Brand Analyst

Fernanda Saboya - Consumer Connections Director

Luiza Agostini - Consumer Connections Manager

Maria Rivaz - Media Specialist

Rafael Golfe - Sr Manager Corporate Comms

Karina Otsubo - Corporate Comms Coordinator

Adriana Teixeira - Sr Manager Brand PR & Influence

Camille Nunes - Manager Brand PR & Influence

Beatrice Jord?o - Global Heineken Brand Communication Manager

Globo

Renan Reimann Blanco – Commercial Director, Consumer Goods Segment

Renata Fernandes – Director of Digital Advertising Products

Carolina Garcia – Commercial Manager, Beverages Segment

Thais Abrikian – Digital Advertising Product Manager

Juliane Beck: Digital Business Executive                             

Luis Guastella: Business Executive 

Giulia Caruana - Content Specialist

Clara Barbosa - Sales Solutions

Camila Almeida Ribeiro / Taina Bilate - Planning and Creation 

Paulo Matheus / Maryanne Pantoja - Digital Product/Production

Aretha Pessanha / Sabrina Lima ANL - Digital Advertising Products

Thaynara Lima / Agatha Reis / Luiza Ramalho / Julia Pereira - Editorial Strategist for Channels and Live Streams

Gabrielle Cruz - Advertising Marketing