Brahma · Card stunt at Cazzu's show

Production and operation of Brahma's «BIENVENIDA A CASA, JEFA.» (Welcome home, boss) card stunt at Cazzu's first stadium show, on 3 October 2026 at the Estadio 23 de Agosto in Jujuy: 220 cards in a 200-seat stand, raised during «La Cueva» in front of some 20,000 people, for Draftline, AB InBev's agency.

~20,000

people in the stadium

220

cards

200

seats in the stand

Cazzu, «La Jefa», born in Fraile Pintado, chose her home province for her first stadium show: Saturday 3 October 2026 at the Estadio 23 de Agosto in San Salvador de Jujuy, with some 20,000 people. Brahma wanted to welcome her from the stands with a card stunt: a section of the stand that, at the right moment, would raise the message «BIENVENIDA A CASA, JEFA.» (Welcome home, boss) with the brand's logo, visible from the stage. Draftline, AB InBev's agency, hired us to produce and run it in Jujuy. Brahma posted it on its Instagram the next day: «Look at the beautiful night we had in Jujuy at Cazzu's show».

A stunt planned row by row

The section was an unnumbered stand of 200 seats, in 10 rows of 20. We built the design on that grid and simplified it so the letters could be read from afar: 220 cards of 50 × 70 cm, each with a label on the back showing its row and seat.

Printed in Jujuy

The cards were printed in Jujuy, close to the stadium. No freight from Buenos Aires, room to fix things on the go and no risk of the load arriving late.

An unnumbered stand that had to work like a numbered one

In an unnumbered stand people sit where they like. Eight local staff and a coordinator placed the cards seat by seat and stayed in the section for the whole show, because the exact minute was not known in advance.

The cue: «La Cueva»

The stunt was raised during a single song, «La Cueva». The team had its own radios to give the cue in the section so that all 200 seats raised their cards at the same time.

A DER producer at the stadium

A DER producer travelled from Buenos Aires to coordinate the activation in Jujuy: she wrote the staff brief, received the print run and was the agency's single point of contact during the show.

The trip of a brand guest

For the same night we organised the trip of a Brahma guest to Jujuy: transfers, car, hotel for two nights and per diem, under the same coordination.

Brahma · Card stunt at Cazzu's show · Production by SOMOS DER (1)

A card stunt works or fails in a single moment, in front of the whole stadium. That is why it gets solved beforehand, on paper, row by row.

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