The beer industry has traditionally been male-dominated, with women often excluded from the drinking culture. In many countries, social norms and cultural barriers prevent women from participating in social events where alcohol is served. This limits their economic and social opportunities and reinforces gender stereotypes. The brief is to increase women's participation in beer consumption occasions by creating a campaign that promotes inclusivity and challenges gender norms. The campaign should also aim to support women's economic empowerment by highlighting the role of women in the beer industry, from production to consumption. The objectives are to increase sales of beer to women, challenge social norms and stereotypes, promote gender equality and women's economic empowerment, and create a more inclusive and diverse drinking culture.

The creative idea behind was to leverage the 400-year-old tradition of hiding maps and routes in braids to help Colombian women achieve economic freedom. The strategy was to mark the location of female-led businesses that were not appearing on any map and turn them into braids. This would enable customers to scan the braids and discover the path to the nearest store and support it, join the movement by registering their own businesses, or enrol in ABInBev entrepreneurship programs. This exclusive initiative for women aimed to promote economic independence and empowerment.

The creative strategy directly influenced the execution of the campaign, as it enabled the brand to tap into the rich cultural history of the region while addressing a real issue that was affecting women. The use of traditional braids to mark the location of businesses created a strong emotional connection with the audience, as it celebrated their

The "Braids of Freedom" initiative's strategy was to address the issue of economic dependency and gender inequality in Colombia by empowering female entrepreneurs and supporting economic growth. To inform this strategy, the campaign conducted research to identify the extent of the issue and the potential impact of empowering female entrepreneurs. The target audience for the campaign was Colombians, with a specific focus on women who feel constrained by economic dependency.

The approach was to leverage a 400-year-old tradition to promote female entrepreneurship and create a symbol of liberation for women. The campaign marked the location of hundreds of female-led businesses and turned them into braids, which could be scanned to reveal the path to the nearest store, supporting the businesses and communities they serve. The campaign also offered entrepreneurship programs that can appeal to B2B clients seeking to support small businesses and entrepreneurs.

The "Braids of Freedom" initiative was executed through a multi-channel approach, including social media, digital platforms, and traditional media outlets. The campaign launched in 2022 and ran for several months.

Implementation included partnering with local braiders to create the braids, marking the location of hundreds of female-led businesses, and designing the technology that enabled users to scan the braids to reveal the path to the nearest store. The campaign also offered entrepreneurship programs, which provided tools and skills to aspiring entrepreneurs.

Placement included social media platforms such as Facebook and Instagram, as well as digital platforms, including the campaign's website, where users could register their business and join the movement. Traditional media outlets were also used to promote the campaign and raise awareness.

The scale of the campaign was nationwide, with a focus on supporting female-led businesses across Colombia. The campaign received widespread media coverage and generated significant engagement.

- More than 20.000 businesses became part of our platform

- Businesses registered on our site saw revenue increase of 26%

- Female Participation increased from 48.3 to 51.3