The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Brand-Side / In-House

Data for Store

Agency draftLine / Buenos Aires + AB InBev / Buenos Aires

Client AB InBev / BEES

Category

Brand-Side Initiated & Originated Projects

Annual ID

OS22_BS018M

About the Work

Bees is Ab InBev’s b2b platform that provides a new shopping experience for grocery stores to buy the products they need. But we identified that this time they needed more than products; they needed a helping hand. The lockdown imposed in Argentina brought about dramatic consequences for smaller shops. Despite that, they maintained the Argentinean tradition called "fiado", which consists of selling on credit with just one warranty: trust. We created the campaign Data for Store and we sold on credit to those who always did so, by launching an assistance program that is 100% based on our data. We analyzed the purchase history of our more than 370.000 clients from all around the country and detected which of them were buying less and less.  We gave them the products they needed and couldn’t afford and let them pay the way and when they could. 

2022 Awards

Total Points: 3

Merit

Credits

Internal / In-House Agency

DraftLine / Buenos Aires

Client / Brand

AB InBev / Buenos Aires

Art Director

Ignacio Allami

Copywriter

Federico Silva

Designer

Mana Le Calvet

Executive Creative Director

Diego Gueler Montero

Producer

Martin Marzorati

Strategist

Soledad Zemelka

Managing Director

Guido Lofiego

Project Manager

Milagros Conde

Brand Manager

Emanuel Cri Cri

Operations Head

Agustina Vadori

Project Manager Supervisor

Agustina Saint Germain

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