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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
born to win
born to win
born to win
born to win
born to win
born to win
born to win
born to win