Digital, social and experiential launch campaign in Latin America, celebrating authentic people and an authentic beer

Fly-poster teasers in Buenos Aires

'As I Am' launch around the country, in bars, pubs and POS

We ask characters from various cool cities to tells us a bit about themselves, what they like to do when they go out where they live, and what ultimately makes them 'as they are.

The things they love are also brought together in an 'As I Am' city guide

Photo booths and Polaroids to encourage drinkers to take selfies and share them with us. Images shared on our 'As I Am' social platforms are displayed on digital walls in bars and pubs and on DOOH

Customers and shoppers can personalise a 4-pack right where they are. In major POS 3D printers create mini sculptures of people's heads that act as limited edition collectable bottle tops