Beatnik & Sons uses its head to travel

Brazilian backpack and travel goods brand Beatnik & Sons has launch the first travel guide made entirely of memories.

Despite much of the world being in some form of lockdown, and with travel restrictions and border closures in place, Beatnik & Sons still wants to take you on an expedition to the Atacama Desert, Mount Everest, and Botswana. 

The brand of has created the first travel guide made of memories, with audiobooks recorded with binaural sound. The guides take the listener to the most amazing destinations on earth via the memories they made before the pandemic hit. The invitation to take this journey on is extended by the above spot, directed by Yuca through The Youth, and describes the ritual that Leo - representing a travel guide in the film - always performs before departing on a new adventure: he hits his head on a rock to free his heart and mind, ready to experience what’s ahead in a unique and fresh way.

The same ritual has to be performed to unblock the three audiobooks on the website. “The site was uniquely developed for mobile, and in order to listen to the audiobooks we ask people to hit their phones on their heads”, says Renan Molin, one of the campaign creatives. “We want to connect Beatnik & Sons to its consumers even when they can’t travel. Through the memories of these travel guides, we want to invite people to travel to places they’ve never been before”.