The One Show
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Category
Craft / Writing
Annual ID
OS22_IG038M
About the Work
Spring 2021. As COVID cases declined and the country looked to reopen, the government introduced a new stimulus bill to provide relief to the American people. However, while this bill covered many necessary resources, something obvious was missing: the FUN.
So Bud Light—a brand that exists to add fun to any situation—decided to write its own stimulus bill. Bud Light’s ‘Summer Stimmy’ was a formal but hilarious written proposal designed to bring fans the best summer ever. Written in a way that captured both the spirit of the brand and the spirit of the moment. 110 pages of faux legislative proposals on everything from conga lines and hammock safety to mandals and dogs in sunglasses.
Our writers immersed themselves in real bills, legislation, and hours of C-SPAN to playfully mimic the jargon and bureaucratic language used by politicians. The copy not only needed to read like bureaucratese…it needed to look like it too. So we purchased the typeface lawmakers use and had our designers mimic the unsightly rags, widows, and orphans of actual legislative documents.
Once printed, the proposal was announced and read in a bar by comedian Sam Richardson from HBO’s VEEP, and, after receiving 50,000+ fan endorsements, was approved by NFL superstar and our Secretary of Summer, Rob Gronkowski. The campaign featured a variety of integrated media tactics: NFL Draft in-broadcast integration; full-page ads; OOH featuring enormous oversized checks; high-impact units on YouTube, Reddit, and NHL.com; large-scale social media and influencer programs; and even an integration with Jimmy Kimmel.
Before we knew it, conversation had shifted from the government stimulus package to the Bud Light Summer Stimmy. It garnered 875 million earned impressions via 300+ placements, brought in 70,000 new Bud Light loyalty members, and generated 440,000 social mentions, trending on Twitter 7 times!
So Bud Light—a brand that exists to add fun to any situation—decided to write its own stimulus bill. Bud Light’s ‘Summer Stimmy’ was a formal but hilarious written proposal designed to bring fans the best summer ever. Written in a way that captured both the spirit of the brand and the spirit of the moment. 110 pages of faux legislative proposals on everything from conga lines and hammock safety to mandals and dogs in sunglasses.
Our writers immersed themselves in real bills, legislation, and hours of C-SPAN to playfully mimic the jargon and bureaucratic language used by politicians. The copy not only needed to read like bureaucratese…it needed to look like it too. So we purchased the typeface lawmakers use and had our designers mimic the unsightly rags, widows, and orphans of actual legislative documents.
Once printed, the proposal was announced and read in a bar by comedian Sam Richardson from HBO’s VEEP, and, after receiving 50,000+ fan endorsements, was approved by NFL superstar and our Secretary of Summer, Rob Gronkowski. The campaign featured a variety of integrated media tactics: NFL Draft in-broadcast integration; full-page ads; OOH featuring enormous oversized checks; high-impact units on YouTube, Reddit, and NHL.com; large-scale social media and influencer programs; and even an integration with Jimmy Kimmel.
Before we knew it, conversation had shifted from the government stimulus package to the Bud Light Summer Stimmy. It garnered 875 million earned impressions via 300+ placements, brought in 70,000 new Bud Light loyalty members, and generated 440,000 social mentions, trending on Twitter 7 times!
2022 Awards
Total Points: 3
Merit
Credits
Agency
3PM/Weber Shandwick / New York
Client / Brand
AB InBev / Bud Light
Production Company
Ghost Robot / New York
Chief Creative Officer
Ciro Sarmiento
Director
Joey Garfield
Director of Photography
Bryant Jensen
Editor
Jeff Grippe
Executive Producer
LaRue Anderson
Yvette Cobarrubias
Group Creative Director
Chuck Pagano
Associate Creative Director
Jonathan Candalaria
Colorist
Steve Rodriguez
Account Manager
Emily Rodriguez
Assistant Director
Andrew Corrales
Associate
Jake Spitz
Katie Mulcahy
Associate Brand Manager, Sports Marketing
Emily Velez
Digital Brand Manager, Bud Light
Lindsay Cozen
Director, Marketing Communications
Michael Goon
Director, Sports Marketing
Joe Barnes
EVP, Executive Producer
Jennifer Zarrillo
Executive Producer / Partner
Mark DePace
Zach Mortensen
Executive Vice President, Agency Lead
Brian Williams
Flame Artist
Evan Guidera
HOP
Marie Mangahas
Junior Associate
Paige Krikorian
Media Lead, Bud Light
Lindsay Marzocca
Mix Assistant
Michael Baran
Mixer
Zac Fisher
Producer/EP
Susie Boyajan
Senior Account Manager
Danielle Coppola
Senior Director, Bud Light Brand
Joe Lennon
Senior Director, Bud Light Seltzer
Conor Mason
Senior Vice President
Jessica Brigandi
Nicholas Goodwin
Nicholas Sabloff
Still Photographer
Dolly Ave
Natt McFee
US Chief Marketing Officer
Marcel Pereira Marcondes
VP Marketing, Bud Light
Andy Goeler
VP, Integrated Media
Kate Valauri
VP, Senior Producer
Sean LaGamma
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