Case Study
Showcase “beer quality”—a staid topic—in a manner that educates and entertains the consumer on Anheuser-Busch’s superior product.
We needed to develop a unique look and feel that felt relevant to 21-27 year olds. This group may not recognize Bud as a quality beer that competes with imports on quality and taste. The campaign needed to demonstrate Bud’s global reach, and most importantly, the taste appeal of a beer brewed with the finest attention to detail.
We were given immense creative freedom by DDB to concept original work, with virtually no storyboards, scripts, or pre-ordained conceptual work. The downloads were minutes long. But they were smart, efficient, and wildly invigorating, especially by beverage industry standards. “True Music, bring that to life for an International audience,” was the entire creative download for one particular spot. Thank you DDB Chicago for the creative trust you placed in us.
Many stories, with one spine. The beer was always the hero across several live-action spots. Each spot starts with a single drip and expands into a spectacular world where the beer often behaves in supernatural and fantastic ways.
We used live action, animation, and sophisticated tabletop liquid techniques to make every spot a unique 30 second journey. We finish what we start, which is unique in live action commercial production. This set of work exemplifies the process of respecting picture, music and edit as equal ingredients, working in complete unison to create a final piece that is stronger than the sum of its components.
Immediately after the campaign launch, Anheuser-Busch’s quality scores jumped in their qualitative and quantitative research. More importantly, this campaign helped stem the sales decline that continues to affect the entire premium beer category (full calorie beers). With competitive premium beers seeing double digit slides, Budweiser was able to keep their volume declines in low single digits, while increasing market share in the premium segment.