This beer brand is turning its delivery trucks into holiday rides home

We Believers created uplifting campaign for AB InBev's Modelo in Mexico

Published On
Dec 22, 2021

Editor's Pick

Anheuser-Busch InBev's Mexican beer brand Modelo Especial has been turning its delivery trucks into a means of people getting home to their families for the holidays in an uplifting festive campaign.

To promote its limited edition holiday beer, agency We Believers offered vacant seats on all the brand's delivery trucks, as well as on other AB InBev brands' trucks, to people unable to secure a ticket on trains and buses over the busy holiday period in Mexico.

It placed outdoor ads in bus and train terminals so that everyone knew about the scheme, as well as running banner ads in travel sites. The brand also documented trips taken by 15 of the travelers, to generate content to share on social media. Altogether, more than 400 families have been reunited by the scheme.


Dec 22, 2021
Client :
Modelo Especial
Agency :
We Believers
Chief Creative Officer :
Gustavo Lauria
Executive Creative Director :
Matias Eusebi
Group Creative Director :
Alejandro Blanc
Creative Director :
Nicolas Defferrari
Creative Director :
Juan Francisco Gutierrez
Copywriter :
Alejandro Blanc
Copywriter :
Matias Eusebi
Copywriter :
Nicolas Defferrari
Copywriter :
Gustavo Lauria
Art Director :
Juan Francisco Gutierrez
Head of Art :
Diego Grandi
Head of Production :
Marcia Jaes
Producer :
Marcia Jaes
Head of Client Services :
Jose Quijano
Account Director :
Nallely Recinas
Account Supervisor :
Georgina Guerra
Creative Coordinator :
Rocio Fernandez Sasso
Production Company :
Primo Content
Director :
Diego Nuñez Irigoyen
Director of Photography :
Galo Olivares
Managing Director :
Jaime Vidal
Head of Production :
Omar Uscanga
Executive Producer :
Maru Carbi
Post Producer :
Nancy Bravo
Editor :
Diego Panich
Music House - Music Publisher :
Papa Music & Papa Post
VP Marketing :
Fabio Baracho
Global Premium and Craft brands director :
Alejandro Gutierrez Cuellar
Brand Manager :
Cesar Alcantara

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