Ab Inbev
A pop-store placed right the next day after Mother’s Day for moms could exchange their average stereotyped gift of any kind to a pack of beer, after all, moms loves beer too, not just daddies.
ABInbev
#ExchangeforBeer
Promo & Activation
Social Experiment
DM9 DDB
Brazil, 2018
Concept
Art Direction
The Social Experiment
The campaign kicked off with a film featuring moms sharing their thoughts on common Mother's Day gifts and their reactions to the idea of receiving a beer instead.
The Promo & Activation
A pop-up store was opened in the malls one day after Mother's Day to give a chance to moms exchange their boring gifts for a cool premium beer pack.
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