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Bud Light
Up for Whatever Introduction

RAN IN: United States

CLIENT
Anheuser-Busch InBev

AGENCY
BBDO New York *Lead Agency

David Lubars, Chairman/CCO
Greg Hahn, CCO
Mike Smith, Executive Creative Director
Rick Williams, Creative Director
Marcel Yunes, CCO
Dan Blaney, Executive Producer
Kevin Bogusz, SVP, Group Acct. Director
Sean Brewster, Acct. Director
Sean Girardin, SVP, Group Planning Director
Shannon Smiley, VP, Planning Director


AKQA


Weber Shandwick


Starcom MediaVest Group


Mosaic Sales Solutions


SUMMARY

A staggered category leader, stuck in a rut of 90s style brand adolescence, generated buzz that that put the brand back into cultural conversation by reframing its core meaning for a new generation of drinkers and delivering a breakthrough campaign idea and activation. Bud Light began its successful makeover in 2014 by leveraging consumer insight to uncover a timely expression of a timeless brand meaning, and by surprising viewers with a new approach to storytelling that made everyone feel like they were part of a once-in-a-lifetime experience.

CASE VIDEO


Hero Medium: Branded Content

Audience: Millennials ages 21-27

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English