Skolors: special-edition cans in a spectrum of skin colors to celebrate diversity.

The campaign presented a colorful social film created for viewing in both landscape and portrait modes. The music-video-style film featured a diverse cast, as well as the collaboration and co-direction of MOOC.

There was also a website that leveraged an algorithm that identified skin colors on profile pictures to allow users to "toast" others through the Skol cans.

Consumers could also pre-order the set of six cans online.

A magazine-format editorial was sent to people engaged with the subject. Its concept featured unbound pages that could also be used as posters, shared and passed along.

In just 5 days, out of the 25 of the campaign, we achieved:

96% social health index on a sensitive subject.

This included positive comments, support for the topic, compliments for the film and tagging of friends.

19 million reach.

8.7 of which was organic reach.

The highest in AB Inbev’s history, compared to the company’s mainstream beers.

34 million impressions.

10 million views.

Shared 30,200 times.

36% VTR.

The company’s best previous result was 9%.