HAMLET Brings Angels and Demons to Life for AB Inbev’s Victoria Beer

For the launch of Anheuser Busch-Inbev's (ABI) new blonde beer Victoria, the strategy was to confront the competition head on. Victoria is ABI’s challenger brand to the world-famous Belgian beer Duvel, which means devil in Flemish. So, for the very first launch campaign, ABI’s in-house creative agency Draftline London created Victoria the angel to challenge the devils and invite consumers to make a new choice.

Directed by Wolfberg through HAMLET, 'Dare to be Good' is on air across Belgium now. The spot sees a girl walking into a typical 'Brussels brown bar' with a curiously devilish clientele. Immediately she sees she is different; she is the outsider. She confidently ignores the stares of the preternatural patrons and their lurking demons and daring to be good, orders a Victoria beer, which reveals her angelic attributes.

Jan Kalvoda, one half of directing duo, Wolfberg said: "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." 

ABI is the world’s largest brewer, and owns global brands Stella Artois, Beck’s and Budweiser among many others.