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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
Branded Content

Brazil
2018

Concept
Art Direction

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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The Social Experiment

To announce the activation, mothers were invited to react about the most received gifts on Mother's Day and what would they think about getting a beer instead.

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