BACKGROUND
AB InBev, the largest brewery in the world, is evolving to become an innovation company. But such a major transformation within a giant corporation involves disruption and requires the strongest relationships and connection. So, to achieve this huge transformation on a global scale, the commitment and passion of AB InBev top management, the internal partners, is crucial.
IDEA
To acknowledge the importance of each of its 252 Middle America Zone leaders, we made a collection of NFTs inspired by the fingerprint data and personality traits of each of them. These unique artworks become digital IDs that work as keys to platforms, events, and acquire exclusive partner benefits.
EXECUTION
Based on an artistic study with more than two years of research developed by the artist Caro Amaya, in which through colors, shapes, textures, patterns, feelings, emotions and keywords were illustrated, the data and fingerprints of every partner of AB InBev were mixed in a handmade and digital technique; 252 visual compositions, unique not only for its fingerprint, but for the execution itself. The collection was presented and awarded to each partner during the AB InBev MAZ Annual Summit and exhibited in a gallery in the metaverse permanently: 252 works of art, each with a certificate of authenticity representing every partner in the region.
VISIT THE GALLERY HERE.
Credits: Creative Agency: The Juju México · CCO: Humberto Polar · Creative Director: Arah Kim · Head of Art:Giovanni Rozo · Account Director: Belén Fagalde · Art Director: Xareli Hernández · Copywriter: José Miguel García · Artist: Caro Amaya · CIO: Federico Kina · Managing Director: Paula Medina Rivero · Regional Account Director: Martin Straschnoy · Creative Developer and Tech Consultant: Pablo Martin Burgos · Production Assistant and Art Director: Alejandro Cristobal Lana · Client: Thiago Porto, Lina María Montaño Galvis
