American-style pale lager firm produced by global beverage and brewing company Anheuser-Busch InBev (AB InBev), Budweiser, has launched a campaign in celebration of the 30-year-anniversary of Brazilian musician Hermeto Pascoal’s first and only solo album.

‘Por Diferentes Caminhos,’ as the album is called, is considered by American jazz trumpeter Miles Davis to be “the most impressive musician in the world.” Hermeto Pascoal returned to the studio with Budweiser and advertising agency Africa to record new songs for a digital tribute.

Africa designed a digital platform called ‘Made of Music,’ which converts Hermeto’s unique music into data and codes that are then transformed into illustrations and visual shapes. The agency took inspiration from Hermeto’s distinctive style as well as Budweiser’s 140 year heritage of going against the norm and celebrating its unconventionality.

‘Made of Music’ offered a customised experience by decoding Hermeto’s new songs, breaking them down into 12 parameters and transforming them into an interactive, tailored experience. On the platform, fans have the opportunity to upload photos, chose their favorite instrument and see their images transformed by Hermeto’s music. The result of the photos with Hermeto’s music can be shared through the social channels or used as background music on streaming platforms.

This is not the first time Budweiser's parent company AB InBev has adopted a communications strategy that focuses on music. In a recent campaign for the celebration of Bud Light beer’s 30-year anniversary in Houston, the company used Lone Star visuals and featured a collaboration with Texan musicians Siggno and Josh Abbott.

It has been observed that customers respond positively to brands that can deliver interactive and customized experiences. This project therefore is an opportunity for Budweiser to develop its communication strategy and attract future partnerships that will strengthen its brand experience.

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Hermeto - Made of Music (Budweiser) from Africa 2018 on Vimeo.