Cannes Lions
AFRICA, Sao Paulo / ABINBEV / 2020
Overview
Entries
Credits
Background
2020 arrived and brought with it the Coronavirus pandemic. Health systems have collapsed worldwide. In Brazil, nobody was prepared for what we would face. Ambev has its roots in Brazil and all its transforming power in a creative way to help in this difficult time
For this, Ambev rethought its entire production chain. From the plastic that would become PET bottles, it was produced 3.4 million Face Shields and hospital equipment that were donated. From brewing ethanol, it was produced hand sanitizers when those were scarce. An entire plant has been adapted to produce oxygen to supply hospital demand. A workforce of engineers and biologists has been deployed to speed up vaccine production for the population. And even coordinated and executed the work for building a hospital with 100 ICU beds in record time.
Idea
Ambev rethought its entire production chain. From the plastic that would become PET bottles, it was produced 3 million Face Shields and hospital equipment that were donated. From brewing ethanol, it was produced hand sanitizers when those were scarce. An entire plant has been adapted to produce oxygen to supply hospital demand. A workforce of engineers and biologists has been deployed to speed up vaccine production for the population. And even coordinated and executed the work for building a hospital with 100 ICU beds in record time.
Strategy
The strategy consisted of rethinking the company's entire production chain to identify what could be done to help combat the effects of Covid-19. After identifying the points on which we could help, we went on to carry out the projects on several fronts, thereby benefiting the entire population.
Execution
The implementation of the idea took place on several fronts. First, with the Ethanol that we take from our beers, we manufactured hand sanitizer for distribution. From the plastic that we would make our PET bottles, we manufactured face shields. We used our park of 3D printers to print out medical equipment and thus equip hospitals throughout Brazil, we converted a factory to produce oxygen instead of beer, we built a hospital with 100 ICU beds in record time and we sent a task force to help speed up the vaccine production process.
Outcome
3.4 million face shields were manufactured from our production line. All units were donated, a number that is equivalent to the total number of health professionals in Brazil. We can thus come to a conclusion that we have helped to protect all health professionals in Brazil from the contagion of Covid-19.
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