THE WORLD'S FIRST IMPROVISED BARBECUE GRILL CHAMPIONSHIP.

Brazilians are crazy about barbecue. Even without a proper grill, 48% improvise with whatever they have, because in Brazil, the grill is optional, the barbecue is not.

For Swift, that raised a challenge: how to move beyond the product and earn a role in this inventive culture. So we created the world’s first improvised barbecue competition.

Built By Quest, a game show set in a Swift store parking lot, where contestants didn’t just cook, they built their own grills from scratch. Everything was allowed, except the obvious. A kitchen sink, an airport trolley, a washing machine, a factory time clock, all turned into barbecue stations.

By embracing this behavior, Swift didn’t just tell a story, it created a format that drove engagement and sales, episode by episode.

Agency: Lola\TBWA

Client: Swift

Role: CD | Head of Art