Bring Home The Bud
Award: Wood Pencil
Wood Pencil / PR / Reactive Response / 2023
Two days before the 2022 FIFA World Cup kicked off, Budweiser was banned from selling beer to fans around the stadiums. With that, Bud was left with a warehouse full of beer that could not be sold. The brand decided to make the most of the tricky situation by announcing it would give away all the Budweiser to whoever won the World Cup, starting a movement called #BringHomeTheBud. It began with a tweet announcing the bold move 24 hours after the ban was announced, and within days, it had dropped crates in seven countries, and created field boards, OOH, and social content that teased fans that the Buds could be theirs.
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