Cervecería y Maltería Quilmes created Second Fortnight, a digital platform of benefits and discounts that applies to different brands of soft drinks, wines, beers and waters, activated every 15th and working until the last day of the month.
A work process that could be defined as a clear manifestation of the company's digital and cultural transformation.
Everything was thought and designed between draftLine, Marketing, Sales and BEES teams (the company's BTB platform and through which the Second Fortnight benefits are activated).
To tell the launch story, draftLine and Cervecería y Maltería Quilmes gave life to Peludo, a controversial but friendly character who represents all those limitations that we imposed on ourselves when it comes to indulging ourselves.
It is that thing that watches over our pockets and temptation in the twilight of each month.
“Second Fortnight is not a promo. The intention is to maintain this platform over time and to incorporate more products and categories”
Advertiser: Cervecería y Maltería Quilmes
Product: Promoción 2da Quincena
Agency: draftLine Buenos Aires
Managing director: Guido Chapa Lofiego
CCO: Diego Gueler Montero
DGC: Darío Ventura
Head of art: Mayra Brulc
Head of strategy: Manolo Jofre
Creative Directors: Andrés Wassermann & Javier Biondo
Creative team: Federico “Fito” Silva & Ignacio “Corchi” Allami
Creative collaboration: Funky
Content strategist: Crysthyam Becerra
Head of operations: Agustina Vadori
Head of PMs: Agustina Simone
PM: Alejandro Dellarole
Head of production: Sebastian Torrella Reinoso
Production house: Landia
Director: Fran Colombatti
Production : Iván Grichener
Director de Fotografía: Manuel Bullrich
Director de Arte: Julián Romera
Asistente de dirección: Federico Sacco
Vestuarista: Mercedes Gallego
Color Grading: Ale Lescano
Editor: Alejo Santos
Coordinación de Postproducción: Andrea Sarno/Cami Garrido
Musica: Fer Martino
VP de ventas: Tomás Eloy Fracchia Campos
VP de marketing: Cucú Raffo
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