Endurance under the sun and rain, synchronized swimming in the crowd, jumping to the chorus of your favorite song, a marathon between stages. Just like high-performance athletes, festival fans, fantletas, as they are called by Budweiser, they train to dance for hours at a time and compete for the best place in front of their idols. It is this parallel between the sporting world and concert audiences that Bud, the beer sponsor of the biggest music festivals on the planet, now reveals.
The brand’s new film was produced by the São Paulo and New York offices of Wieden&Kennedy, Bud’s global agency. The communication brings a series of real images from festivals around the world, full of fans in situations that metaphorically resemble Olympic sports, all to the sound of We Are The Champions, a classic by the band Queen, and one of the biggest musical hits of all time. This is the first action in a global campaign that promises, this year, several surprises for fans around the world.
“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 their favorite sport, which is having fun and getting excited at shows”, says Mariana Santos, director of Budweiser in Brazil.
The campaign kicked off in March, during Lollapalooza, in São Paulo, when influencer Fernando Medeiros was called up as coach of the “fans”. During the festival, the former BBB and now basketball commentator 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 has been the official beer of the biggest festivals in the world. 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 to look, being a fan is also a high-performance sport”, highlights Alexandre Giampaoli and Humberto Cunha, global creative directors at Wieden +Kennedy for Budweiser.
The 360 strategy includes, in addition to film, outdoor, printed and digital media. The campaign includes its own team of fans, who received exclusive uniforms in partnership with PACE, a Brazilian brand that mixes streetwear and sportswear. The set consists of shirts, pants, shorts and a jacket. They are specially designed to withstand a marathon of shows: reinforced knees for sliding in the mud, shoulder padding for carrying other fans, thermal pockets to keep the Bud cold, a zipper with bottle opener and waterproof material in the case Of rain. Check out the campaign film.
Datasheet
CLIENT NAME: BUDWEISER
CLIENT: Budweiser / AB InBev
PROJECT NAME: Fanthletics
CLIENT CONTACTS: Andre Mota| [email protected]
LAUNCH DATE: 04/11/2024
BUDWEISER
VP, GLOBAL BRANDS: Richard Oppy
GLOBAL MARKETING DIRECTORS: Lia Bertoni
VP MARKETING, BRAZIL Dani Wakswaser
GLOBAL BRANDS VP Felipe Cerchiari
HEAD OF MARKETING, BRAZIL Mariana Santos
STRATEGY MANAGER, BRAZIL André Mota
BRAND EXECUTION MANAGER Cibele Nunes
MEDIA DIRECTOR Stella Lopes
MEDIA LEAD Aline Castro
CULTURE & RELATIONSHIP LEAD Renata Pimentel
EXPERIENTIAL LEAD Priscila Diniz
MARKETING ANALYST Theodora Farran
MARKETING ANALYST Barbara Marques
MARKETING ANALYST Marcos Madeira
MEDIA ANALYST Pedro Olagabaju
WIEDEN+KENNEDY SP
CCO Rodrigo Jatene
MANAGING DIRECTOR Camila Hamaoui
CREATIVE DIRECTOR Alexandre Giampaoli, Humberto Cunha
ART DIRECTOR Vitor Chagas
DESIGNER Djavan Amorim
COPYWRITER Gabriel Barberio
ART ASSISTANT Edwirgs Vargas
PROJECT MANAGER Roberta Guzzardi
ACCOUNT Georgia Leite, Beatriz Vianna, Juliana Ortega
STRATEGY Andre Troster, Diana Junqueira,
HEAD OF INTEGRATED PRODUCTION Patricia Gaglioni
EXECUTIVE PRODUCER Marcelo Negri
PRODUCTION MANAGER Cacau Florentino
SPECIAL PROJECTS Fernanda Safe, Caio Barion
WIEDEN+KENNEDY NY
GLOBAL CHIEF CREATIVE OFFICER Karl Lieberman
CHIEF EXECUTIVE OFFICER Neal Arthur
STRATEGY Joe Bae
BUSINESS AFFAIRS: Kevin Cabanayan, Paul FitzGerald
COMMS PLANNING: Javaad Beg
WIEDEN+KENNEDY PORTLAND
CCO Felipe Ribeiro
HERO
PRODUCTION COMPANY Joint Editorial São Paulo
EXECUTIVE PRODUCERS Patricia Gaglioni, Fernanda Segura
PHOTO Getty Images, Murilo Bezescky
PHOTO AI TREATMENT Studio by Rise NY
POST PRODUCTION COMPANY Joint Editorial São Paulo
EDITING ` Rodrigo Lazzareschi Aranha, Gabriel Santana
POST PRODUCTION COORDINATION Fernanda Segura
MOTION GRAPHICS Rodrigo Lazzareschi Aranha
COLOR GRADING Gabriel Santana
AUDIO PRODUCTION COMPANY Satelite Audio
MUSIC DIRECTION Roberto Coelho, Kito Siqueira and Hurso Ambrifi
ACCOUNT MANAGER Fernanda Costa, Karen Nakamura
MUSIC PRODUCTION Roberto Coelho, Hurso Ambrifi, Thiago Colli,
Koitty, Charly Coombes, Alexandre Avicena,
Pedro Pelotas and Nando Diniz
FINISHING Carla Cornea, Vithor Moraes, Arthur Dossa, Iran Ribas, Andre Giannini and Esteban Romero
AUDIO PRODUCTION COORDINATION Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
PHOTOS BUDWEISER FT PACE
PRODUCTION COMPANY Kaus Film
PHOTOGRAPHY Live Bacchus
EXECUTIVE DIRECTOR Thiago Mascarenhas
EXECUTIVE PRODUCER Camilla Martinez
MAKING OF Henrique Barreto
PHOTO RETOUCH Ricardo Moreira
POST PRODUCTION COMPANY Joint Editorial São Paulo
EDITING ` Rodrigo Lazzareschi Aranha, Gabriel Santana
POST PRODUCTION COORDINATION Fernanda Segura
MOTION GRAPHICS Rodrigo Lazzareschi Aranha
COLOR GRADING Gabriel Santana
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