BUDWEISER: SOCIAL

#TunnelNotTonnel

The Holland Tunnel connects The Big Apple to the rest of the world, serving nearly 14 million drivers annually. A gigantic glowing sign sits above the entrance to the tunnel, proudly greeting each and every commuter on their way into the city.

In what has become an annual tradition, New York City officials placed holiday decorations, a Christmas tree and two wreaths, on the sign. There was just one problem with what should have been an entirely uncontroversial act — this year's decorations were arranged in a way that made the sign above the tunnel read "HOLLAAD TONNEL".

The design gaffe outraged commuters and one man, Corey Windelspecht, in particular. He took to social media to complain and create a Change.org petition to have the city to take down the decorations. Thousands of people signed and the story spread quickly in the press.

Mere hours after Corey started his petition, Budweiser and VaynerMedia spotted an opportunity to use its power, and its brewery in nearby Newark, NJ, for good to help drive the change the people were demanding. So here’s what we did…

RECOGNITION:

2019 The Shorty Awards: CALL TO ACTION - Gold
2019 The Webby Awards: REAL-TIME RESPONSE - Nominee

CREDITS:

Chief Creative Officer: Steve Babcock
Group Creative Director: Adam Lock
Creative Director: Todd Bradley
ACD: Harry Barron + Rami Levi
Art Director: Jes Vallee + Brittany Newman
Agency: VaynerMedia
Client: Budweiser