| Title | Bud Light Underplayed |
| Brief | In 2019 only 5 of the top Billboard 100 DJs were women. The 10 highest paid DJs earned over $272 million. They were all men. No woman has ever made the list.Shocking statistics that were not being discussed by anyone, let alone brands.Bud Light Canada - a brand focused on inclusivity, diversity, and music saw this imbalance and challenges female artists encountered and felt an obligation to take action. The brand knew the target had become cynical of ads, but that they would align with brands that stood for a deeper social cause.The brand concepted, produced and released “Underplayed”, a feature-length documentary film that followed the top female DJs in the world bringing much needed attention to the often ignored subject of gender inequality in the music industry.The documentary received the most earned coverage of any initiative Bud Light Canada has endeavoured with success around the world. |
| Agency |
Anomaly Toronto
|
| Campaign |
Bud Light Underplayed
|
| Advertiser |
AB Inbev
|
| Brand |
Bud Light
|
| Posted | November 2021 |
| Business Sector | Beers, Ciders, Lagers
|
| Story | In 2019 only 5 of the top Billboard 100 DJs were women. The 10 highest paid DJs earned over $272 million. They were all men. No woman has ever made the list.Shocking statistics that were not being discussed by anyone, let alone brands.Bud Light Canada - a brand focused on inclusivity, diversity, and music saw this imbalance and challenges female artists encountered and felt an obligation to take action. The brand knew the target had become cynical of ads, but that they would align with brands that stood for a deeper social cause.The brand concepted, produced and released “Underplayed”, a feature-length documentary film that followed the top female DJs in the world bringing much needed attention to the often ignored subject of gender inequality in the music industry.The documentary received the most earned coverage of any initiative Bud Light Canada has endeavoured with success around the world. |
| Media Type |
Case Study
|
| Editing Company |
Whitehouse Post
|
| Executive Creative Director |
Dave Douglass
|
| Managing Partner |
Dave Douglass
|
| Executive Creative Director |
Pete Breton
|
| Managing Partner |
Pete Breton
|
| Copywriter |
Neil Blewett
|
| Creative Director |
Neil Blewett
|
| Copywriter |
Group Business Head
|
| Creative Director |
Group Business Head
|
| Agency Producer |
Annya Williams
|
| Director |
Stacey Lee
|
| Copywriter |
Stacey Lee
|
| Production Company Producer |
William Crouse
|
| Director of Photography (DOP) |
ZOE Films
|
| Director of Photography (DOP) |
Simone Yi
|
| Business Director |
Dori Adams
|
| Account Supervisor |
Kayla Christenson
|
| Account Executive |
Jordy Francescangeli
|
| Group Strategy Director |
Paul Lipson
|
| Head of Production |
Janice Bisson
|
| Agency Producer |
Frances Smith
|
| Agency Producer |
Nicole Poon
|
| Designer |
Melissa Zeta
|
| Executive Producer |
Julien-Christian Lutz
|
| Executive Producer |
Taj Critchlow
|
| Editor |
Georgia Dodson
|
| Music Composer |
Kate Simko
|
| Head of Production |
Adam Palmer
|
| Production Coordinator |
Dean Rosen
|
| Production Coordinator |
Charlotte Travers
|