The One Show
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Category
Multi-Region or Market / Consumer / Brand
Annual ID
OS23_CE036M
About the Work
Two days before the kick-off of the World Cup, Budweiser was banned from selling beer to fans around the stadiums. With that, Bud was left with a warehouse full of beer. That was when we decided to make the most of a tricky situation: we announced we'd give away all the Budweiser to whoever won the World Cup. We started a movement called #BringHomeTheBud. It all began with a tweet announcing our bold move 24 hours after the ban was announced. This tweet turned the tides and swept away the negativity that was surrounding the brand. And within a couple of days, we pivoted our entire media plan to evolve at the speed of the tournament. When teams won, we showed up overnight, dropping crates to tease fans that the Buds could be theirs. We created field boards, OOHs, and social content. In 10 days, we had already executed the campaign in 8 markets, gained a significant amount of press and earned coverage - we even landed ourselves on the UK's gameshow "Big Fat Quiz". And immediately after Argentina's victory, we gave away all the World Cup beer, via a strong DTC strategy, with parties all over the country.
The power of #BringHomeTheBud is undeniable. Budweiser was not only the number one most talked about brand during the World Cup, but the brand also received 255B impressions, $400M in Earned Media Value, 97k media placements, and over 1MM mentions. And it all culminated in 1M Buds being distributed in Argentina!
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / New York
Africa / Sao Paulo
PR / Marketing Agency
Allison+Partners
Production Company
Wink
Music / Sound Production Company
Sonic Union
Post Production Company
Joint Ny
Media Distribution Company
Copa90
Art Director
David De Bruijn
Gjis Van Willigen
Jeffrey Rozman
Copywriter
Nate Richards
Tommy Woods
Chief Creative Officer
Felipe Ribeiro
Karl Lieberman
Scott Dungate
Creative Director
David Pierce
Dustin Bailey
Rafael Melo
Rose Sacktor
Executive Producer
Dave Lambert
Michelle Carman
Graphic Designer
Daniel Levey
Mark Klaverstijn
Tom De Regt
Photographer
Joris Bruring
Account Director
Courtney Leblanc
Account Executive
Daymon Standridge
Olive Corya-Pace
Saporah Carter
Business Affairs Manager
Paul Fitzgerald
Project Manager
Laura Petraglia
Yann Samuels
Account Coordinator
Neha Shanker
Account Manager
Erin Classen
Maddie Bell
Assistant Account Executive
Tyler Grahame
assistant editor
Moon Noh
Audio Mixer / Sound Engineer
Rob DiFondi
Rob McIver
Broadcast Traffic
Laura Guerra
CHIEF OPERATING OFFICER
Neal Arthur
Client Lead
Sophie Arundale
Client Manager
Stan Evans
Decor Build
Bram Staal
Director of production
Nick Setounski
Group Account Director
Brooke Stites
Junior Creative
Gisele Thompson
Katie Rollinson
Management supervisor
Bianca Nikic
Managing director
Jeff Leopold
Partner + President, Consumer Brands
Lisa Rosenberg
President
Jiah Choi
Production Manager
Yael Roth
Senior Comms Strategist
Javaad Beg
Senior Creative
Daniel Wilcox
Jeremie Peters
Senior Post Producer
Kari Ickert
SENIOR PRODUCER
Kate Kern
Senior Vice President
Hannah Montpas
Studio Director
Justine Cortale
Vice President
Ian MacDonald
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