THE BILLBOARD IS YOURS TO TAKE
Budweiser’s global brand platform, Greatness Is Yours to Take, helps young people to chase their dreams, especially up-and-coming musicians.
This year, women and non-binary musicians were denied an opportunity for greatness on the UK’s biggest stage: the BRIT Awards. The BRITs combined their awards for best men and women artists into a gender-neutral category, but only nominated male artists.
So Budweiser gave women and non-binary artists the opportunity that the BRITs denied them, turning a Budweiser billboard into a stage that reached the biggest, most influential names in music.
First, we used social media and posters to invite the artists to perform and opened up the stage for them. Then, we worked to make sure that the right eyes were on them.
We used foot traffic data to find the perfect Bud billboard in London near the BRIT Awards attendees’ hotels. Using targeted media, we ran videos of our artists on record executives’ hotel TVs. Then, we sent executives special-edition Budweiser bottles inviting them to our concert, hosted by famous radio and TV personality Remel London.
Rising women and non-binary artists jumped at the opportunity to play in front of a packed crowd. And that crowd extended far beyond our physical billboard: We broadcasted our concert on social media and around the world, even at the BRIT Awards themselves using our ad space in the O2 Arena.
People at the BRITs watched our artists in awe. Kobalt Music, a record label, even signed Mychelle, our artist partner, to a deal.
CLIENT:
Budweiser
Creative Agency:
Creative Production:
Grand Visual
Event Management:
AnnSq