O projeto “Bring home the bud”, da Budweiser para a Copa do Mundo, foi um dos premiados na categoria Titanium Lions, uma das mais difíceis do festival Cannes Lions. A campanha foi criada por equipes do Brasil e dos Estados Unidos, da Wieden + Kennedy Nova York e São Paulo e Africa Creative. Confira entrevistas com Felipe Ribeiro – Chief Creative Officer at Wieden + Kennedy; André Gustavo Soares – Presidente da Wieden+Kennedy Latin America; Marcio Santoro – Co-Presidente e Sócio Co-Fundador da Africa Creative:
Todo o projeto se baseou na ativação da marca na Copa do Mundo, como patrocinadora oficial. Praticamente na véspera do maior evento de futebol do planeta, a marca foi comunicada que não poderia vender cervejas na Copa do Mundo no Catar.
Rapidamente, o anunciante reuniu seu time e suas agências e criou o “Bring home the bud”, onde doou todo o estoque destinado ao evento para o país vencedor.
O anúncio foi feito via Twitter e, para amplificar o assunto durante o campeonato, a marca instalou containers vermelhos em diversos lugares de alta visibilidade, com a frase “Bring Home The Bud”. Os primeiros containers foram colocados e avistados no Brasil (São Paulo e Rio de Janeiro). Logo depois, ganharam o mundo e o apoio de milhares de pessoas.
Ficha Técnica “Bring Home the Bud”:
CLIENT NAME: BUDWEISER GLOBAL
CLIENT: Budweiser Global / AB InBev
PROJECT NAME: FIFA World Cup – Bring Home The Bud
CLIENT CONTACTS: Lia Bertoni | [email protected]
LAUNCH DATE: November 18, 2022
BUDWEISER:
CHIEF MARKETING OFFICER: MARCEL MARCONDES
VP GLOBAL BRANDS: RICHARD OPPY
VP GLOBAL MARKETING: TODD ALLEN
GLOBAL MARKETING DIRECTORS: LIA BERTONI , JOSÉ OLIVEIRA
GLOBAL MARKETING MANAGER: MORGAN FRANKLIN
BUDWEISER MARKETING, BRAZIL: DANIEL WAKSWASER,CAROL CARACAS, FELIPE
CERCHIARI, ANDRE MOTA
EXECUTION MANAGER, BRAZIL: CIBELE NUNES GUERRA
BUDWEISER MARKETING ARGENTINA: EUGENIO RAFFO, JUAN PABLO GIOVANELI
,FRANCISCO RAMPONE
BUDWEISER MARKETING, EUROPE Frederic Vandersmissen
BUDWEISER MARKETING, ASIA Tyler Joo, Takahiro Shimada
Global Communications Fallon Buckelew
WIEDEN+KENNEDY NEW YORK (CREATIVE LEAD)
GLOBAL CHIEF CREATIVE OFFICER: KARL LIEBERMAN
CHIEF EXECUTIVE OFFICER: NEAL ARTHUR
CHIEF CREATIVE OFFICER, NEW YORK: SCOTT DUNGATE
MANAGING DIRECTOR: JIAH CHOI
CREATIVE DIRECTORS: RAFAEL MELO + ROSE SACKTOR
ART DIRECTOR: JEFFREY ROZMAN
COPYWRITERS: NATE RICHARDS + TOMMY WOODS
DIRECTOR OF PRODUCTION: NICK SETOUNSKI
EXECUTIVE PRODUCER: DAVE LAMBERT
PRODUCERS: LUKE RZEWNICKI + DIANE MCCANN
GROUP ACCOUNT DIRECTOR: BROOKE STITES
ACCOUNT DIRECTOR: COURTNEY LEBLANC
MANAGEMENT SUPERVISOR: BIANCA NIKIC
ACCOUNT EXECUTIVE: SAPORAH CARTER
MEDIA/COMMS PLANNING: JAVAAD BEG
BUSINESS AFFAIRS: PAUL FITZGERALD
BROADCAST TRAFFIC: LAURA GUERRA
PROJECT MANAGERS: YANN SAMUELS + LAURA PETRAGLIA
WIEDEN+KENNEDY SÂO PAULO (ADDITIONAL AGENCY)
CHIEF CREATIVE OFFICER: FELIPE RIBEIRO
JOINT NY (PRODUCTION)
ASSISTANT EDITOR: MOON NOH
SENIOR POST PRODUCER: KARI ICKERT
POST EXECUTIVE PRODUCER: MICHELLE CARMAN
JOINT NY (PRODUCTION)
CREATIVE DIRECTORS: DAVID PIERCE + DUSTIN BAILEY
SENIOR VFX PRODUCER: KARI ICKERT
VFX EXECUTIVE PRODUCER: MICHELLE CARMAN
SONIC UNION (PRODUCTION)
AUDIO MIXER/SOUND ENGINEER: ROB DIFONDI + ROB MCIVER
STUDIO DIRECTOR: JUSTINE CORTALE
COPA90 (MEDIA)
CLIENT LEAD: SOPHIE ARUNDALE
CLIENT MANAGER: STAN EVANS
SENIOR CREATIVE: DANIEL WILCOX + JEREMIE PETERS
JUNIOR CREATIVE: KATIE ROLLINSON + GISELE
THOMPSON
GRAPHIC DESIGNER: DANIEL LEVEY
PRODUCER: KAVITA BABBAR
PRODUCTION MANAGER: YAEL ROTH
ALLISON+PARTNERS (PR)
PARTNER+PRESIDENT, CONSUMER
BRANDS: LISA ROSENBERG
MANAGING DIRECTOR: JEFF LEOPOLD
SENIOR VICE PRESIDENT HANNAH MONTPAS
VICE PRESIDENT IAN MACDONALD
ACCOUNT MANAGER ERIN CLASSEN
ACCOUNT MANAGER MADDIE BELL
ACCOUNT EXECUTIVE OLIVE CORYA-PACE
ACCOUNT EXECUTIVE: DAYMON STANDRIDGE
ASSISTANT ACCOUNT EXECUTIVE: TYLER GRAHAME
ACCOUNT COORDINATOR: NEHA SHANKER
WINK (ADDTL)
SENIOR PRODUCER: KATE KERN
PHOTOGRAPHY: JORIS BRURING
GRAPHIC DESIGN: MARK KLAVERSTIJN + TOM DE REGT
ART DIRECTION: GJIS VAN WILLIGEN + DAVID DE BRUIJN
DECOR BUILD (THE WORKS): BRAM STAAL
AFRICA (ADDTL)
CHIEF CREATIVE OFFICER: SERGIO GORDILHO
EXECUTIVE CREATIVE DIRECTOR: ANGERSON VIEIRA
CREATIVE DIRECTORS: HELIO MAFFIA + YLLO PEDRA
ART DIRECTOR: LIGIA FAVA + LEANDRO VILAS
COPYWRITERS: ADRIANO SATO + JÚNIOR ALVES + YAN
PRADO
ACCOUNT VP: HELOISA PUPIM
ACCOUNT DIRECTOR: ANA ANDRADE
CHIEF STRATEGY OFFICER: ALDO PINI
STRATEGY DIRECTOR: WES GAGLIANO
SPECIAL PROJECTS VP: JULIANA LEITE
SPECIAL PROJECTS: LICA DE SOUZA E THAYS MIRANDA
OCTAGON (ADDTL)
SENIOR VICE PRESIDENT JENNIFER CARUSO
ACCOUNT DIRECTOR SARAH BROKENSHIRE
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