Budwiser

Helping gluten free pizza hop to the top

Services:

Campaigns
Copywriting
Websites
Illustration
Packaging
Motion Design

We collaborated with Budweiser to create a limited-edition can for its 2021 Labor Day #RaiseABud campaign, in celebration of hardworking Americans.

We asked Budweiser drinkers to nominate a hardworking American, be it a friend, family member or colleague in their life by posting a picture of them on social media, telling their stories. Of the nominated workers, 10 lucky finalists received their name emblazoned on a personalised Labor Day Budweiser can, custom-made especially for them, with one individual winning three months’ worth of wages paid by Budweiser.

To inform the creative process and develop the campaign approach, we determined three key tenets that underpin the Budweiser consumer using the phrase Blood, Sweat and Beers as a point of inspiration.

Packaging

For the personalised winner’s can, we took the iconic Budweiser design and made alterations, including a reworked insignia made to resemble a medallion and a custom beer glass illustration. The design centres around the winner’s name, preceded by a piece of bespoke typography inspired by the late 19th century era of the first Labor Day, reading ‘This Bud’s For You’.

Campaign

When developing the Labor Day campaign, it was important to keep the focus on the workers and the contributions they’ve made. We took visual cues from the time period that Labor Day originated to pay homage to previous generations of workers, as well as today’s.

500K

impressions

The campaign aimed to generate quality nominations via social media in order to shine a light on some of the amazing stories of dedicated workers from all over America. The campaign which ran over Labour Day weekend racked up over 500k impressions and over 200 submissions.

“At Budweiser, a big part of what we do is to champion American spirit and ordinary people doing extraordinary things. We feel the campaign Deuce delivered does exactly that. We were really happy with the way Deuce handled every part of the project and delivered a campaign that hit all of our deliverables and objectives.”

Jake Vizek

Senior Brand director