The One Show
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Category
Social Post / Real-time Response
Annual ID
OS_SM20_013G
About the Work
World Series. Game 5. Top of the second. Yordan Alvarez knocks one out of the park... right into the chest of a hero. A magical moment indeed, and Bud Light was front and center. The most important rule in baseball fandom: Always, always save the beer... we owe you one, whoever you are. So, who was this guy? We had to know. Bud Light immediately went to Twitter, asking the internet to find the man. And they did. Over the next 72 hours, we used every touchpoint to immortalize Jeff Adams. We even sent him all expenses paid to Game 6. Yup. He wore the shirt. As the Nationals extended the Series, we extended the story, with newly secured broadcast space during Game 7, but this time, cementing Jeff’s legacy as the Nationals World Series good luck charm. We also sold THE t-shirt so Nationals’ fans could always remember who helped bring home the hardware. Within days, Jeff became a recognized hero, and our campaign became a cultural sensation that dominated social conversation and news coverage. Proving our theory, not all heroes wear capes... or gloves.
2020 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Wieden+Kennedy / New York
Internal / In-House Agency
draftLine / New York
Client / Brand
AB InBev / New York
Production Company
Joint / New York
Art Director
Gt Smith
Chief Marketing Officer
Marcel Pereira Marcondes
Creative Director
Brandon Henderson
John Parker
Kelsie Watts
Deniz Yegen
Editor
Daria Krizmanich
Executive Creative Director
Karl Lieberman
Executive Producer
Nick Setounski
Jessica Griffeth
Michelle Carman
Producer
Alexey Novikov
Strategist
Anthony Perrin
Writer
Pete Pirone
Nicholas Sylvia
Creative Team
Ben Capshaw
Client Team
Andy Goeler
Joe Lennon
Miles Ritenour
Andrew Gelbard
Matthew Davis
Conor Mason
Lindsay Cozen
Account Team
Brandon Pracht
Lauren Wilson
Kelly Mallory
Bruce Fields
Patrick O'Donoghue
Daniella Vargas
Tina Wyatt
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