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born to win
Brief: AB InBev wants their underdog brand Kaiba to become the #1 local premium craft beer in Fujian, China's second-tier province. Pitch-winning idea: 'Born to Win’ reflects millennials' strive for a new meaning of success: the fight to remain true to what you believe in, no matter how different it is to society’s. Results: Through the success of this campaign, AB InBev became R/GA's retainer for their main Shanghai brand Boxing Cat.
- Project Roles
- Art Director, Copywriter, Creative Director, Designer
- Company
- R/GA
- Skills
- Creative Direction
- Media
- Advertising
- Project Industries
- Beverage
