The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Stunts & Activations
Annual ID
OS23_SM095M
About the Work
As lockdowns lifted across America, more people than ever started heading to the great outdoors. But when nature eventually called, trees became their makeshift restroom — and that became a problem. Because as more people started “going” outside, national parks became overloaded with human waste that put their delicate ecosystems at risk.
So as the beer brewed for the great outdoors, Busch Light decided to do something about it.
On the first day of Earth Month, Busch Light launched a “Pee-S-A” urging drinkers to protect the environment by peeing back into their empty Busch cans with help from the “Pee in a Busch” kit. Each kit contained a genderless funnel and reusable can caps, offering an environmentally friendly way for outdoor drinkers to pack out ALL of their waste. With all proceeds going directly to One Tree Planted, a non-profit organization focused on global reforestation, the campaign successfully planted over 5,000 new trees.
The campaign had to be launched on social — specifically Instagram and Twitter. Social conversation lit up, generating a total of 25K mentions, 657K potential impressions for the campaign and a share rate 2,000 times the brand’s historical campaign average. It also totaled 30M+ “Pee-R” impressions in earned coverage, receiving 89 stories across consumer and industry publications like Outside, CNET, FoodBeast and surprisingly, specialist publications in Italy, Japan and Korea. By bringing attention to a serious issue in a humorous way, Busch Light successfully re-established itself as the great outdoors’ favorite beer.
So as the beer brewed for the great outdoors, Busch Light decided to do something about it.
On the first day of Earth Month, Busch Light launched a “Pee-S-A” urging drinkers to protect the environment by peeing back into their empty Busch cans with help from the “Pee in a Busch” kit. Each kit contained a genderless funnel and reusable can caps, offering an environmentally friendly way for outdoor drinkers to pack out ALL of their waste. With all proceeds going directly to One Tree Planted, a non-profit organization focused on global reforestation, the campaign successfully planted over 5,000 new trees.
The campaign had to be launched on social — specifically Instagram and Twitter. Social conversation lit up, generating a total of 25K mentions, 657K potential impressions for the campaign and a share rate 2,000 times the brand’s historical campaign average. It also totaled 30M+ “Pee-R” impressions in earned coverage, receiving 89 stories across consumer and industry publications like Outside, CNET, FoodBeast and surprisingly, specialist publications in Italy, Japan and Korea. By bringing attention to a serious issue in a humorous way, Busch Light successfully re-established itself as the great outdoors’ favorite beer.
2023 Awards
Total Points: 3
Merit
Credits
Agency
The Martin Agency / Richmond
Creative Director
Dustin Dodd
Graham Unterberger
Executive Creative Director
Jerry Hoak
Group Creative Director
Mike Kelley
Senior Art Director
Lex Cabrera
Senior Copywriter
Adam Goffstein
Digital Producer
Jim Burns
Senior Activations Producer
Marleny Castaños
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