The Challenge
After 14 months of pandemic lockdowns, how could Budweiser help revitalise the heart of UK communities—the local pub?
After 14 months of pandemic lockdowns, how could Budweiser help revitalise the heart of UK communities—the local pub?
The Solution
In a gesture of true support, Budweiser handed over its multi-million pound FA Cup Final advertising space at Wembley Stadium to the match-day pubs of finalists Chelsea and Leicester. Instead of promoting the beer, we promoted the pubs, using Wembley's digital perimeter boards and giant screens to direct fans to their local. The campaign was amplified with a soundtrack from UK grime legend Dizzee Rascal.
I led the visual direction of the campaign, working with Creative Partner Michael Stalker and Motion Expert Kyle Rossiter and commissioning illustrator Paul Collicutt to create bespoke sketches of the pubs. We also created a PR film featuring football legends Emile Heskey and Joe Cole.
In a gesture of true support, Budweiser handed over its multi-million pound FA Cup Final advertising space at Wembley Stadium to the match-day pubs of finalists Chelsea and Leicester. Instead of promoting the beer, we promoted the pubs, using Wembley's digital perimeter boards and giant screens to direct fans to their local. The campaign was amplified with a soundtrack from UK grime legend Dizzee Rascal.
I led the visual direction of the campaign, working with Creative Partner Michael Stalker and Motion Expert Kyle Rossiter and commissioning illustrator Paul Collicutt to create bespoke sketches of the pubs. We also created a PR film featuring football legends Emile Heskey and Joe Cole.
The campaign successfully generated a major public conversation, resulting in:
Shortlisted, Brand Experience & Activation Lion, Cannes Lions International Festival of Creativity
Generated over 1.2 billion media impressions and 150+ press features.
Client
Budweiser
Budweiser
Agency
Draftline (AB InBev)
Draftline (AB InBev)
