Grupo Modelo’s beverage delivery platform, TaDa Delivery, has a unique feature. It operates until 2am in many cities. Agency, ISLA Miami, has made that stand out with its insightful observation. Delivery drivers who work for different platforms by day, keep working by night for TaDa. Their backpacks may carry different colours and logos, but the orders they’re delivering late at night have one thing in common – TaDa Delivery.

Rather than staging the situation, the agency turned to an unexpected source of creative material – real footage captured by security cameras and video doorbells. The images show riders wearing the branded gear of other delivery platforms arriving at people’s homes with TaDa Delivery orders. The result is a campaign that lets reality do the talking. No elaborate production or fictional scenarios. Just a simple demonstration of TaDa’s competitive advantage – when the night goes on and people still want cold beer, TaDa keeps delivering.

“At TaDa Delivery, we believe a brand becomes relevant when it’s there at the moments consumers truly need it. We work to understand those needs and turn them into real solutions. This campaign comes directly from that thinking: an everyday reality that shows how TaDa keeps solving something as simple as getting cold beer when the night goes on. And when a brand solves a real need, it doesn’t have to invent a story to prove its relevance,” stated Bruno Yuli, marketing director at TaDa Delivery.

“When an insight is this real and powerful, the best thing you can do is bring it into the spotlight and turn it into a compelling message. That’s exactly what we did with this multiplatform campaign, which speaks not only to consumers but also invites delivery riders to choose TaDa Delivery,” added ISLA creatives, Ariel Serkin, Dany Minaker and Patan Tarazaga.

The full campaign covers out-of-home, print, social video and activations.

Credits:
Client: AB InBev Grupo Modelo [TaDa Delivery]
Marketing Director: Bruno Yuli
Brand Manager: Rodrigo Zubieta
Brand Coordinator: Itamar Lino
Head of Art: Omar Bernal
Performance Manager: Flavia Silva

Creative Agency: ISLA Miami
Chief Creative Officers: Rodrigo Grau, Ariel Serkin
Chief Operations Officer: Ignacio González
Managing Director: Victoria Clucellas
Executive Creative Directors: Dany Minaker, Sebastián Tarazaga
Head of Design: Alejandro Stea
Art Director: Martina Cataldi
Group Project Manager: Jimena Albert

Production Company: Fauna
Photographers: Gemelos
Executive Creative Producer: Martín Giudicessi
Executive Producers: Gabriela Alfaro, Azul Crespo
Producer: Mariano Cabeza
Video: Fernando Quintana
Production & Location Assistant: Diego Velez
Digital Assistant: Erik Tenorio
Photography Assistants: Brandon Tellez Sevilla, Ángel Maltrana

Photo Retouching: Mr Pixel
Video Colour Grading: Club Color
PR: Pulmón