BUDWEISER HALLOWEEN

Budweiser introduced the idea of Halloween as an adult party occasion to China. So, how do you get a beer brand to own Halloween?

1. Design a special red beer and call it Bloodweiser.

2. Create Clydesdale inspired Halloween masks for people to customize at clubs and bars.

3. Make a music video that seeds the ritual of drinking Bloodweiser and wearing the Budweiser Clydesdale mask while going on pub crawls.

The soundtrack for the video was co-written by American pop-star Kehlani and Grammy Award-winner Ryan Tedder. It tells the story of an epic Halloween night, following revelers from dusk till dawn, culminating in the summoning of a mythical creature. A majestic black horse, known as the King of Fears Clydesdale, acts as the catalyst for the night.

This program was launched in 17 countries and was the inspiration for a live experience across 9 cities in China. Digital teasers, TVC’s, print, and OOH were created to tie the entire campaign together. 

Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%.

BUDWEISER “FANG”

We recognized the insight that EDM offers a release from everyday stress. Breaking away from tired EDM music video conventions, we crafted a meaningful sci-fi film with a deeper narrative. Additionally, we developed a new product to boost sales - an LED wristband that reacts to music when activated by a Budweiser bottle.

Our Hollywood-caliber film, "Fang", features Chinese pop superstar Eason Chan. In it, Eason and Budweiser serve as catalysts for breaking free from a mundane world. The LED wristband guides our characters to liberation, demonstrating its real-life functionality. Eason wrote a brand-new track and collaborated with world-famous Brazilian DJ Alok to create the EDM remix and score for the film.

We launched the film with a full-scale PR event, including a live-streamed Q&A panel with Eason Chan.