The One Show

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2023 One Show - Creative Effectiveness

Bring Home the Bud

Agency Wieden+Kennedy / New York + Africa / São Paulo + Allison+Partners + Copa90

Client Budweiser / AB InBev


Multi-Region or Market / Consumer / Brand

Annual ID


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




Wieden+Kennedy / New York
Africa / Sao Paulo

PR / Marketing Agency


Production Company


Music / Sound Production Company

Sonic Union

Post Production Company

Joint Ny

Media Distribution Company


Executive Producer

Dave Lambert
Michelle Carman


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


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


Jiah Choi

Production Manager

Yael Roth

Senior Comms Strategist

Javaad Beg

Senior Creative

Daniel Wilcox
Jeremie Peters

Senior Post Producer

Kari Ickert


Kate Kern

Senior Vice President

Hannah Montpas

Studio Director

Justine Cortale

Vice President

Ian MacDonald

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