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.
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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