The party’s in your hands with White Horse

The campaign Na Mão do Rolê (The Party’s in Your Hands), developed by AlmapBBDO, marks the start of a brand-new partnership. 

The initiative, which is also a manifesto celebrating street culture, puts urban attitude and Black culture at the centre of the narrative, in which the structure and aesthetics uplift and include nail art as a form of cultural expression, connecting the gesture of holding a “copão” (a cocktail served in 500ml or 700ml cups, usually with a shot of some distilled alcohol like whisky, mixed with an energy drink and flavoured ice) to the identity and style of trendsetters in communities across Brazil. Representation in front of and behind the cameras!

The film’s narrative was shaped by a team of heavyweights: nail designers Ana Silva and Pabline, who’ve made a name for themselves with their stunning technique and visual innovations; Crocodilagem, the jewelry designer behind the shine of street culture; MC Luanna, an up-and-coming voice in the new rap scene, whose verses bring a powerful combination of identity and emotion; and Puro Roxo, an influencer, musician, and comic plugged into the latest in trap, funk, and fashion.

Not only does the campaign roll out pineapple-flavoured ice, a first in Coco Leve’s portfolio, made especially to match the distinctive flavour of White Horse, it also take a deep dive into who’s really behind street culture, and elevates having the “party in your hands” to iconic status. The brand sees the project, above all, as an exercise in listening and recognition.

Coco Leve CEO Pedro Henrique underscores the importance of street culture and its intrinsic connection to the brand: “Coco Leve is proud to have walked hand in hand with street culture from the very start. And those are the very hands we’re celebrating today in this partnership.”

“Our mission was to put local, trendsetting talent at the centre of our narrative and celebrate Brazil’s talent for cultural creativity,” adds Patrícia Ruggieri, head of whisky portfolio.