Refresh Roulet for Skol AB Inbev ︎︎︎

<sup>Skol is one of Brazil’s most iconic brands. with its logo visible everywhere. But no one noticed its logo was also on every browser as the refresh icon.

86% of people experience banner blindness — our brains instinctively ignore banners. So brands spend more and more every year to get noticed. On Black Friday, Skol did the opposite: it created a banner with its biggest promotion in the brand’s history, but with minimal media exposure, we made it nearly impossible to find.</sup> 

Case Study

^{To unlock this exclusive offer, people had to click Skol’s logo: the refresh button.} 

Each refresh triggered a chance to win a 70% discount on Skol, rewarding people who engaged with the brand. Retargeting banners dropped clue.






^Results

^{3.2x higher
engagement rate us py black friday}

^{+600%
conversion rate vs. industry benchmar}

my role: creative director

@gut