| Philosophy | We helped Budweiser identify Halloween as an ownable global occasion with the potential to reverse the traditional October beer sales decline. Our task was to create a movement among consumers to claim Halloween as a time to dress up, go on bar crawls with friends, and drink beer. By driving sales and building brand equity, we would make Budweiser Halloween’s undisputed “King of Beers.” To accomplish this, we created a music video that celebrates the individuality and self-expression of Halloween while seeding two new Budweiser rituals: an iconic mask modeled after the Budweiser Clydesdale, and a beverage that celebrates the occasion - a red beer known as "Bloodweiser." The unbranded music video follows Halloween revelers from dusk until dawn. Bloodweiser acts as the catalyst that drives people to wear the horse mask gather with friends, and summon a mythical creature; a half man/half horse known as the “King of Fears” - a metaphor for the emergence of one’s true self. The soundtrack for the video was written by American pop-star Kehlani (known for her haunting music style) and Grammy Award-winner Ryan Tedder (frontman of OneRepublic). The music video permeated popular culture and served as the inspiration for a live experience that launched across China, Chile, and Russia. Digital teasers, TVC’s, print, and OOH tied the entire campaign together. |