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.
Category
Targeting
Annual ID
OS22_CU017M
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
Creative Director
Christian “Amish Bueno” Leal Saint-Jean
Sebastián “Amish Malo” Higueret
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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