Antarctica: The Fictional Real YouTuber

Antarctica, a beer brand, used its webseries to launch a YouTuber to lead its communications strategy in Brazil.

Campaign details

Brand: AntarcticaLead Agency: ALMAP BBDORegion: LATAM

Strategy

Objective

Antarctica is the number 1 beer in Rio de Janeiro. And two years ago it transformed its communications strategy, focusing all of its campaigns around webseries. The shows were a hit, but after the second year in a row, they weren't bringing the level of innovation that the brand needed. So we decided to innovate yet again – by using a YouTuber. There was just one problem: that wasn't an innovation at all. All the brands out there were sponsoring YouTubers in some way or...

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