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Poker Black Pavilion

Poker Black Pavilion | AB InBev | DDB
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basics
Industry: Alcoholic drinks
Media:Design & Branding
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

In 2018 the largest automobile exposition in Latin America took place, being the perfect setting for a beer brand to deliver the message of “don’t drink and drive”. That’s why an exclusive pavilion in which the attendees would live an immersive experience was built. Once inside, various stories of different groups of friends who decided to drink and drive and that resulted in the death of some of them were narrated. Using the real cars behind the stories, three scenes of the real accidentes were recreated, stunning attendees by the reality of scenography and the harshness of the stories.

Background

During 2018 in Colombia there were more than 887 victims due to drunk drivers. Over the years this behavior has taken the lives of many people, mainly that of a friend of the driver.

That's why the brand decided to launch the campaign in an event where no alcoholic drink brands should be: the International Auto Show. There, the idea was to generate an impact on the attendees and eclipse the novelties presented at the show by the big car brands.

The objective of the Black Pavilion was to teach, through compelling stories, and an immersive experience, the risks to drive under the influence of alcohol and the consequences it has on friendship.

Describe the creative idea (20% of vote)

In 2018 the largest automobile exposition in Latin America was held in Colombia, being the perfect scenario for the brand to demonstrate car lovers the risks of drunk driving. For the Auto Show the brand decided to build its own pavilion and attracted the public under the message "visit the most expensive cars in history”.

Once inside, the assistants found themselves in a completely dark space. After a few seconds, the audio of a story of a group of friends who decide to drink and drive began. At the climax of the story, the car crashes and the lights of a scene turned on, revealing the exact moment of the collision. Then the lights go out again giving way for other stories. At the end people understood these were the most expensive cars in history, because they cost a life.

Describe the strategy (20% of vote)

In 2018 the biggest automobile exposition in Latin America took place, being the perfect scenario for a beer brand to carry the message of “don’t drink and drive”. There, car enthusiasts were lured by a troop of people dressed completely in black to visit the pavilion with the most expensive cars in history. After the experience attendees understood that the most expensive cars were not the ones from the prestigious brands, but ours, because there a life was lost due to drunk driving, and a friend's life is priceless.

Describe the execution (30% of vote)

After two weeks under construction, The Black Pavilion opened its doors to the press and public on the opening day of the International Auto Show. Its mesmerizing design and message draw the attention of all the attendees making it the most visited pavilion on the two weeks of the Auto Show.Throughout the fair, The Black Pavilion reunited all the elements that recreated three different car accidents. Real cars crashed by a drunk driver, a compelling scenography that recreated the real accident and a set of lights that gave life to ambience of the scene, were the elements that composed the immersive experience.

List the results (30% of vote)

Shortly after its opening, the Black Pavilion became a national phenomenon, appearing in almost every Colombian news channel. The pavilion was the experience everyone was talking about in the Auto Show; in a short time it became trending topic with the #BlackPavilion and its more than 2.5 million impressions. Furthermore, the Black Pavilion stood out amongst Mercedes Benz, Porch, BMW and Maserati, being the most visited pavilion with over 170000 attendees, enduring the inclement weather, waiting in queues that lasted more than two hours for them to live the experience.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Live Brand Experience or Activation
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