BUDWEISER

Challenge: Meet the moment for Budweiser — bring ideas that put Budweiser front and center to drive recruitment with a younger audience (21-34 beer drinkers).

Insight: Budweiser, unlike other beers, is uniquely American. But what does it mean to be American in 2020? Often, in our current political and social climate it means being a fighter. It means surviving. Our aim here is to show everyone in the “American” beer category some of the people who are desperately trying to keep the soul of this country alive and model our behavior after their spirit.

Our aim is to show Americans how to do better.

Art Direction | Will Burnett

Copy | Vanya Kohlweg