Budweiser: Budweiser

Credits & Description:

Brand AB INBEV
Entrant DAVID MIAMI
DAVID Miami, USA Entrant Company
DAVID Miami, USA Idea Creation
ConceptID Miami, USA Production
AB INBEV New York, USA Additional Company

Ricardo Casal DAVID the Agency Executive Creative Director
Juan Javier Peña Plaza DAVID the Agency Executive Creative Director
Fernando Pellizaro DAVID the Agency Group Creative Director
Juan Javier Peña Plaza DAVID the Agency Sr. Copywriter
Sofia Rosell DAVID the Agency Art Director
Melusi Mhlungu DAVID the Agency Copywriter
Cristina Cornejo Ayala DAVID the Agency Project Coordinator
Veronica Beach DAVID the Agency Head of Global Production
Renata Neumann DAVID the Agency Producer
Barbara Karalis DAVID the Agency Sr. Business Affairs Manager
Jon Carlaw DAVID the Agency Planning Director
Matias Candia DAVID the Agency Senior Planner
Anastasia Lara DAVID the Agency Jr. Planner
Paulo Fogaça DAVID the Agency Managing Director, Global COO
Carmen Rodriguez DAVID the Agency Head of Account Management
Gabriella Fabbro DAVID the Agency Account Director
Monique Beauchamp Estrella DAVID the Agency Account Supervisor
Marcel Marcondes AB-Inbev Vice President Marketing Anheuser-Busch US
Ricardo Marques AB-Inbev Vice President Marketing Budweiser
Monica Rustgi AB-Inbev Senior Brand Director Budweiser
Marcelo Goulart Bullet/ConceptID Producer
Aaron Willard DAVID The Agency Senior Art Director
Jason Wolske DAVID The Agency Group Creative Director
Carlos Torres DAVID The Agency Producer

Entry Summary
Online dating use to be an innocent and fun way to meet new people, but with 10% of sex offenders using online dating apps, this could put women in harm's way. With most of these dates happening at bars, Budweiser wanted to do something to create a safer environment for women. So we went to bars and installed a series of posters that spoke directly to women who faced potential danger. The posters had a code that could be personalized by each bar to generate a unique code for women to discreetly ask for help.

Brief Explanation
We used Budweiser's distribution network to specifically roll out the "A Little Help From A Bud" posters in cities with the largest dating scenes. To make sure that these posters were a secret between the bars and women, we needed to strategically put them in a place where men wouldn't see them: women's restrooms. The posters have instructions that inform women of a secret drink code they could say at the bar that would discreetly notify a staff member that they were feeling unsafe or in danger. The poster was simply a codified communication between bar staff and female bar patrons. To ensure the code remained a secret, we left a space where the bar's employees could write in a unique code for their bar, meaning no bar would have the same secret order. We turned a simple thing like ordering a drink into a universal call for help.