HEINZ HALLOWEEN TIKTOK CHALLENGE
Families have had to navigate a lot this year, and Halloween is no exception. We wanted to give them a fun and safe way to show off their halloween costumes. Through a TikTok Challenge, users created videos of their Halloween transformation for a chance to win a limited-edition Heinz Tomato Blood Ketchup,
Role: Creative Director
Copywriter: Chase Zreet
Art Director: Leeya Jackson
BUD LIGHT - NOT ALL HEROS WEAR CAPES
When Washington Nationals fan Jeff Adams let a Game 5 World Series home run baseball hit him in the chest to keep holding on to his double-fisted Bud Lights, he was immediately catapulted from the average sports fan to American sports icon. So Bud Light rewarded him with as much fame as we could possibly give him.
We started by asking the internet to help identify our new star. They didn’t disappoint. We not only found Jeff, we sent him to the following game with his own “Always save the beers” shirt. We also put him front and center of a :15 ad turned around in less than 24 hours to run during the game.
And when the Nationals turned around a 3-2 deficit in the series to win the championship? Yup, we had another commercial ready to celebrate Jeff and the Nationals as soon as game seven ended. And lastly, we had him celebrate with the Nationals in their championship parade.
The whole thing equated to $8M in earned media and 440M impressions, and outside of the baseball, was one of the most talked about parts of the World Series.
Role: Creative Director
Copywriter: Ben Capshaw
Art Director: Devin Baker
Plus: PR Agency 3PM & AB in-house agency draftLine
BUD LIGHT - WORLD CUP
Sometimes you have to think of a campaign in Spanish and Medieval English to talk to soccer fans in the U.S. While there were a few TV spots that ran during the games, the bulk of the campaign was made up of 100+ online videos and posts.
Since the US didn’t qualify, we went all-in with Mexico. We had Oracle Susana predict the outcomes of their games.
Her prediction was correct and people freaked out.
Got this one right as well. But this was easy.
She didn’t see this coming, but S.Korea saved us.
We were too optimistic, but had prepared for it.
Role: Creative Director
Art Director/Copywriter: Facundo Paglia & Marc Duran
Director: Speck & Gordon
BUD LIGHT + LIGA MX - SEATS OF GLORY
Using VR technology, we transported Mexican soccer fans to the most iconic stadium in the world. We took seats from the Azteca Stadium in Mexico City and brought them 1,800 miles to Las Vegas, where soccer fans could experience the Liga MX final as if they were there.
Role: Creative Director
Art Director/Copywriter: Facundo Paglia & Marc Duran
Director: Dani Soares
BUD LIGHT - POST MALONE DIVE BAR TOUR
Post Malone loves Bud Light. Like, drinks-a-six-pack-on-stage-every-night loves it. Which made him the perfect artist for the Bud Light Dive Bar Tour.
We even made it Facebook Official.
Head to Post Malone’s Instagram Stories now for a special announcement.
— Bud Light (@budlight) March 22
With limited access to Post Malone imagery, we created a neon sign look to promote the live-stream concert in social.
The April 4th show was live-streamed on Twitter and Facebook.
He also dropped the release date of his long-awaited album. So that was cool.
Role: Creative Director
Copywriter: Katie Johnston
Art Director: Lena Barrows & Randy Diaz
Director: Benny Trickett
BUD LIGHT WAR ROOM
Thanksgiving is a day full of football, so we rolled out a cartload of 'Dilly Dilly' social content. Before each Thanksgiving game, we heard from the King and got his take on the matchup.
Game 1 - Chicago Bears vs. Detroit Lions:
Game 2 - Dallas Cowboys vs. Washington Redskins:
Game 3 - Atlanta Falcons vs. New Orleans Saints:
Role: Creative Director
Copywriter: Garrick Sheldon
Art Director: Toliver Roebuck
Director: Spencer Riviera
EQUINOX - LGBTQAlphabet
In celebration of Pride, we created LGBTQAlphabet, a short film and social content that aims to prove that a community so diverse can’t be contained in just six letters. The five-minute video gives meaning to all 26 letters of the alphabet, as interpreted through dance and voiced by members of the LGBTQA community. By making a full alphabet we were able to create infinite messages for social content throughout the month. Shot all in one day, with an entire budget of less than $200K, the film had more than a million views in the first week.
Role: Creative Director
Art Director: Jessica Shriftman
Copywriter: Ian Hart
Illustrator: Alison Joseph
Director: Jordan Bahat
Choreographer: Andrew Winghart
BUD LIGHT FRIENDSHIP TESTS
How do you find out your friend is someone you can count on? Well, you could find out with the Bud Light Friendship Test. We created a bunch of these social videos. Here are a couple of my favorites:
Bud Light Friendship Test with John Mayer
Bud Light Friendship Test with Rob Gronkowski
Role: Creative Director
Copywriter: Katie Johnston
Art Director: Lena Barrows
DELTA - INNOVATION CLASS
We all know flying can be a pretty transactional thing. Delta Innovation Class is an attempt to enrich that experience -- by creating a mentoring program at 35,000 feet.
The idea was simple: our flights are full of brilliant minds travelling to big events. Could we partner with these incredibly smart people and have them use their time in the air to do something they would never have time to do on the ground: mentor an up-and-coming person in their industry?
Through paid media, social and PR efforts targeted at specific business communities relevant to Delta, we drove consumers to deltainnovationclass.com. Here, they could apply to sit next to these respected names in their field, getting not just professional advice, but once-in-a-lifetime access.
The 1st Innovation Class Flight with Eric Migicovsky, Founder of Pebble
The 2nd Innovation Class Flight with Sean Brock, Executive Chef of Husk & McCrady's
Role: Creative Director
Art Director: Fabian Berglund
Copywriter: Carl Jannerfeldt