In June 2021, during the height of the pandemic, Devassa partnered with IZA to launch her single “Gueto” through a bold and culturally resonant virtual concert. More than just a livestream, the performance was projected in real time across walls and buildings throughout Brazil, transforming public spaces into open-air stages and bringing the music directly  to the communities that inspired it.

Filmed live in Rio de Janeiro and streamed on Devassa’s Instagram, the concert became a shared experience at a time when people were physically distant. It was part of the brand’s “Criatividade Tropical: abre as portas para o gueto” platform, which aims to spotlight and uplift creative expression from Brazil’s peripheral neighborhoods.

By combining technology, music and public art, the campaign positioned Devassa not just as a beer brand, but as a cultural enabler amplifying Black and local talent, and reinforcing its commitment to Brazil’s diverse creative identity.