Brand owner: AB InBev
Lead agency: AlmapBBDO
Contributing agencies: Blinks, B/Ferraz
Industries: Beer & cider
Media channels: Cinema, Content marketing, Events & experiential, Livestreaming, Mobile & apps, Online video, Programmatic display, Social media, Television
Budget: Over 20 million
This is a story about traditional mainstream beer brand Antarctica, Rio de Janeiro and the greatest content campaign ever in the realm of beer marketing.
For years, the brand had adopted the conventional ad format to connect with its target audience. But, along with new players entering the market, media consumption habits were also changing, hence it had become increasingly difficult to stand out.