Snapshot
Client
DraftLine, AB InBev's in-house agency
Services
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Production strategy development
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Production feasibility advice
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Production execution
Results
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DraftLine proves themselves as better choice over taditional agency
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Film shoot and product activation at high standard for low cost
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Final work featured as an “Ad of the Day” by The Drum
Client intro
DraftLine is the in-house agency for AB InBev, a multinational drink and brewing company, known for its diverse portfolio of beer brands.
Problem
Despite being AB InBev's in-house agency, DraftLine had yet to prove themselves to Corona, with the beer brand remaining reliant on their traditional external agency.
DraftLine then got wind that Corona was facing a significant challenge in executing a campaign that included a product activation and film shoot in Italy, and strict cap on budget allocation.
It was discovered that Corona's high profile agency of record was completely unable to figure out how to produce the campaign creative within the allocated budget, with their best efforts coming in 3x higher.
This situation presented an opportunity for DraftLine to establish itself with Corona and supplant its traditional agency on this type of work. But with the stakes so high, they knew they needed support.
Solution
DraftLine worked with House Band to develop a comprehensive production strategy that considered the brand's business needs, the campaign budget, and the desired creative ambition.
This approach ensured alignment across all stakeholders and aimed to maximize the impact of both the film shoot and the product activation.
DraftLine employed House Band to manage the production execution of the brand activation and film shoot in Milan, Italy, leveraging their production contacts and experience, and guiding the project to a successful completion.
Results
Results
The collaborative efforts of House Band and DraftLine resulted in a successful production that was delivered on budget.
The campaign resonated well with audiences, earning recognition as an “Ad of the Day” by The Drum, a leading industry publication.
This achievement showcased DraftLine's ability to provide effective production solutions for AB InBev and earning further trust amongst its brands as their in-house agency.
Conclusion
The successful execution of the Italian production marked a turning point for DraftLine.
It demonstrated their capability to handle complex, high-profile campaigns efficiently and creatively.
By delivering on budget and exceeding creative expectations, DraftLine solidified its position as a valuable asset within AB InBev, capable of taking on more significant production responsibilities for the company’s brands.
