Bud Light: NFL

Simon & Garfunkel.
Lamb & mint jelly.
Suburban kitchens & wooden signs that read “𝑔𝒶𝓉𝒽𝑒𝓇 ”
Bud Light & The NFL.

AD: Nik Reed | CD: Brandon Henderson & John Parker

PHILLY PHILLY

Philadelphia was a Miller Light city. Then, one bet changed everything.

PHILLY PHILLY CASE STUDY

#BOOTHECOMMISH

Due to COVID-19, The 2020 NFL Draft was set to be the first NFL Draft in history to be held over Zoom, and the NFL planned to make the most of it. 
But, there was one thing missing: NFL fans. And their annual tradition of booing the commissioner every time he takes the stage.
So, we convinced the NFL, and Commissioner Goodell, to partner with us in preserving NFL Fans’ First Amendment football rights.

AD: Nathan Wigglesworth | WEB DESIGN/UI/UX: Lena Barrows | CD: Gerard Caputo

First, we put out a call for boos from fans.

NFL fans delivered. A lot.

We created a microsite to track the boos and subsequent donations to the NFL Draft-A-Thon for COVID relief.
The site also auto-generated pre-populated #BooTheCommish tweets for fans to post.

To deliver on our promise, we got Commissioner Goodell - and his dog - to record a video for us.
Then, we added in real boos from real fans and cut a spot that aired at the start of The Draft.

BUD KNIGHT x THE BALTIMORE RAVENS

First, we had Bud Knight declare for the 2018 NFL draft.
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Then, The Ravens made him an offer.

Then, we made a documentary (shot during a live Ravens training camp).

BROWNS VICTORY FRIDGE

The Cleveland Browns began the 2018 NFL season on a record streak. They hadn’t won a game in over 2 years. Bud Light’s PR agency came to us with an idea to give them a little extra motivation to win: fridges full of free beer that only opened when The Browns won. We helped them launch the idea over social, and made sure the Bud Knight was there the night they were most likely to win. Then they won, and we helped them announce that too.

The next year, on the anniversary of the Browns breaking their losing streak, we helped launch a Victory Fridge appliance store selling different sizes of commemorative fridges with a promotional spot featuring Cleveland superfan and WWE superstar The Miz.

SOCIAL
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THE MIZ FOR BL & BROWN’S :30

THE BUD KNIGHT TOUR

After he retired from football, we took the Bud Knight on a tour of NFL games around the country throughout the season.

Here are some highlights:

We also made shirts to commemorate Bud Knight’s pigskin pilgrimage:

SUPER BOWL OOH

The 2018 Super Bowl was in Atlanta and Bud Light had space on a building just outside the stadium. We knew just the guy for the job.

BUD LIGHT KITTENS (KOOZIE/MITTENS)

We came up with an invention to keep beer drinkers’ hands warm during cold games and then Bud Light made them real. Introducing: Kittens™