Budweiser: TagWords, 3

Credits & Description:

Brand AB INBEV
Entrant AFRICA SAO PAULO
AFRICA Sao Paulo, Brazil Entrant Company
AFRICA Sao Paulo, Brazil Idea Creation
WEBCORE Sao Paulo, Brazil Production
LANDIA Sao Paulo, Brazil Production
MARLA COLOR GRADING Sao Paulo, BRAZIL Production
EVIL TWIN Sao Paulo, Brazil Production
Sergio Gordilho Africa Chief Creative Officer
Matias Menendez Africa Creative Director
Sergio Gordilho Africa Creative Director
Felipe Ribeiro Africa Creative
Rafael Quintal Africa Creative
Rodrigo Sganzerla Africa Creative
Monique Lima Africa Special Projects
Juliana Leite Africa Special Projects
Juliana Mendonca Africa Special Projects
Julia Newman Africa Special Projects
Isabela Levy Africa Special Projects
Carolina Boccia Africa Client Services
Bruna Alonso Africa Client Services
Rafael Nogueira Africa Client Services
Mariana Marcao Africa Client Services
Carolina Mader Africa Project Manager
Luiz Fernando Vieira Africa Media
Rodrigo Famelli Africa Media
Tony Arbex Africa Media
Bruna Morano Africa Media
Leonardo Ar Africa Media
Rodrigo Maroni Africa Planning
Aldo Pini Africa Planning
Vitor Amos Africa Planning
Larissa Perroni Africa Planning
Isabella Ayub Africa Planning
Glau Africa Planning
Carla Lustosa Africa Print Producers
Fernanda Badan Africa Print Producers
Dirceu Aquino Africa Print Producers
Carmen Castillo Africa Art Buyer
Aline Lata Landia Director
Sebastian Hall Landia Executive Producer
Carol Dantas Landia Executive Producer
Elton Bronzeli Landia Post Producer Coordinator
Andre Mortara Landia Producer
Erico Toscano Landia DOP
Diego Merulla . Editing
Cadu Silveira . Editing
Andre Faria Evil Twin Music Music Creation/Production
Murilo Faria Evil Twin Music Music Creation/Production
Rafael Campanini Evil Twin Music Music Creation/Production

Entry Summary
Budweiser is one of the few brands that has truly become part of pop culture, and this started when the brand's reputation grew stronger within the alternative music community, with magazines referring to Budweiser as "the alternative beer”. Being ingrained in alternative culture created an astonishing effect for Budweiser: artists who were taking their first steps, but later on became huge music icons, embraced the brand with no request or paychecks. By searching on Google, we discovered pictures of artists like Jagger, Alice Cooper, Joan Jett, Hendrix, and others, casually drinking a Bud in their time off. In fact, if you search for Budweiser + any music legend, you'll probably find a photo of both of them together. So, for the launch of the new tagline for Budweiser in the music platform, “The beer behind the music”, we wanted to find a way to expose this background to the public.

Brief Explanation
We worked across different media to be able to contemplate different combinations of tagwords, offering the consumer a journey with complementary stories on social, media displays, OOH and specially indoor media, taking over bars and pubs around the country, where the conversations really happen. With this campaign, we were able to organically direct people to each desired result/photograph, with no need of any SEO investment. If a user searched for a specific combination, we could track it and impact it with the other combinations of tag words, thus keeping the hunt going.