Antarctica's Webseries: A fresh approach to timeless values

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Campaign details

Brand: AntarcticaBrand owner: AB InBevLead agency: Almap BBDOContributing agencies: BFerraz, BlinksCountry: BrazilIndustries: Beer & ciderMedia channels: Cinema, Content marketing, Events & experiential, Outdoor, out-of-home, Radio, Social media, TelevisionBudget: 5 - 10 million

Executive summary

A disruptive format blurs the line between fact and fiction, and moreover, launches the first Facebook Live with storytelling in history. This was the recipe to the greatest content campaign ever put into practice by a beer brand in Brazil.

Antarctica's communication had depicted codes and channels common to the category, and it...

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