Super Bock has launched its latest campaign dedicated to friendship, posing a direct question: “Há quantas rodadas não apareces?”. The multimedia campaign spans television, outdoor, and digital channels.

The campaign is based on a real insight: over the past 10 years, Portuguese people, particularly younger generations, have been spending less time together in person. According to the study “A Amizade em Portugal. Como é? O que é que mudou?”, conducted by CIS-Iscte and promoted by Super Bock, in-person socializing has declined over the last decade, even among those who value friendship the most.

In a context where meetups are postponed and schedules overlap, the brand draws attention to what is lost when people stop showing up. The campaign portrays groups of friends in social settings where the absence of one member is felt or has been felt, reinforcing the idea that presence is what keeps friendship alive.

The creative concept was developed by O Escritório, media planning is handled by Initiative, digital amplification is managed by Live Content, Uzina leads activation within the football space, and LPM is responsible for communications.

More information is available on Super Bock’s Instagram.