Brief: AB InBev wants Kaiba, their underdog beer brand, 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.
Kaiba's manifesto.
Brand film with English subs.

No subs.

In a country that only uses celebrities and KOLs, we used the real struggles of our everyday millennials.
We created the new and exciting visual direction for this brand: city-inspired, edgy and urban.
Packaging using glow-in-the-dark inks to mimic the energy of the city.
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