BUDWEISER: MOMENT OF SILENCE
In America, Memorial Day has become the unofficial first day of summer and in turn one of the biggest beer selling days of the year. But it’s intended meaning couldn’t be any further from this reality. Memorial Day is a day where we honor the men and women who perished during active military duty.
So rather than using our Memorial Day media channels take advantage of beer selling season, Budweiser pivoted and used their voice to deliver silence instead - one minute silence across National TV, Radio, Print and Social. Bud gave over 87M American’s an opportunity to observe a moment silence to honor those who spent every minute of their lives defending our nation.
Budweiser even shut down all 12 of their breweries production for a minute - resulting in 61,000 less beers made and sold.
CASE STUDY
TVC
RADIO
RECOGNITION:
2019 Clios: SHORTLIST - Radio
2020 Webby Awards: NOMINEE - Integrated Campaign
CREDITS:
Chief Creative Officer: Steve Babcock
Group Creative Director: Adam Lock
Creative Director: Todd Bradley
ACD: Harry Barron
Art: Casey Burke
Copy: Chelsea Furlong
Agency: VaynerMedia
Client: Budweiser