ABInBev

Kyle Norrington, Budweiser VP Marketing, Global Brand
Todd Allen, VP of Marketing, Labatt
Andrew Oosterhuis , Budweiser Marketing Director

Anomaly *Lead Agency

Pete Breton, Executive Creative Director
Lexie Hoffmeyer, Copywriter
Dave Douglass, Executive Creative Director
Charlene Letourneau, Art Director
Neil Blewett, Creative Director
Dion Aralihalli, Managing Director
Janice Bisson, Head of Production
Candace Borland, Managing Director
Margaret John, Broadcast Producer
Matt Holton, Account Director
Rob Murray, Print Producer
Danielle Zhang, Digital Producer
Alexandra Espinosa, Account Supervisor
Steven Czikk, Social Producer
Paul Lipson, Planner
Chris Campaner, Social Media Strategist
Tim Chuang, Designer

Veritas Communications

Vizeum Canada

UM

Mosaic Canada

This case demonstrates how an incredible amount of pressure produced a bigger, brighter idea that changed Budweiser’s brand long-term. Hockey is Canada’s biggest drinking occasion, and when Budweiser was faced with the loss of the NHL sponsorship to its rival, we had to change the game. We chose to think like a fan and uncovered an idea that would change the way Canadians experience hockey. Budweiser created the first goal-synched light, the Budweiser Red Light.  The light has manifested in many forms, all catapulting Budweiser to #1 share.