AB InBev launches in-house campaign for new Victoria through Hamlet

Giant brewer AB InBev is launching a new blonde beer Victoria with a pop at Belgian world leader Duvel – which means devil – with a spin on Dan Brown’s Angels and Demons, the follow-up to the Da Vinci Code.

From AB’s in-house agency Draftline London and directed by duo Wolfberg through the Hamlet production company.

Wolfberg’s Jan Kalvoda says: “I found this otherworldly mood interesting, mainly for the mysterious stylisation and the storytelling that gave us a lot of room to create a sort of fantasy world that our main heroine breaks into. Kind of what happens when you enter a place where the regulars are all the same, and all eyes are on you because you don’t fit in.”

Satisfyingly spooky.

MAA creative scale: 7.

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