Campaign includes film, outdoor, print and digital media
Budweiser launched a campaign that draws a parallel between the sporting world and the audience at shows that the brand sponsors.
The film was produced by the São Paulo and New York offices of Wieden&Kennedy, Bud’s global agency, and features a series of real images from festivals around the world, full of fans in situations that metaphorically resemble Olympic sports, to the sound of “We Are The Champions”, classic by the band Queen.
“Budweiser is the beer behind the music and always looks for a way to honor the fans who make efforts, and even make sacrifices, to go to festivals to show their passion for their idols. For the brand, these people are true athletes practicing his favorite sport, which is having fun and getting excited at shows”, explains Mariana Santos, director of Budweiser in Brazil.
The campaign began in March, during Lollapalooza, in São Paulo, when influencer Fernando Medeiros was called upon as coach of the “fãtletas”, or festival fans, and taught fans how to prepare for events such as “100 meter dash to the stage”, “barricade climb” and “friend lift”.
“Budweiser is synonymous with music. For decades, it’s been the official beer of the world’s biggest festivals. With the Olympic Games just around the corner, we wanted to honor a different kind of athlete – those who keep the music flame burning: the fans. Because when you Stop and look, being a fan is also a high-performance sport”, explains Alexandre Giampaoli and Humberto Cunha, global creative directors at Wieden +Kennedy for Budweiser.
The 360º strategy includes outdoor, print and digital media, in addition to film, and includes its own team of fantletas, who received exclusive uniforms in partnership with PACE, a Brazilian brand that mixes streetwear and sportswear, designed to withstand a marathon of shows .
