Budweiser needed new positioning as it shifted its focus from the US to its expanding global markets. They needed a campaign that reflected the fact that Bud is a much more premium, aspirational beer globally than it is in the US. They wanted to define cities as Bud’s playground and build a consistent memory structure while staying true to the brand DNA as the “King of Beers.”
So we took the iconic BowTie and turn it into a symbol of crowning/highlighting the Kings of the cities. We than reinterpreted the famous Budweiser tagline into an aspirational call to action - “Be a King.”
Below is a taste of this new global positioning shot in Johannesburg. The film technique puts the beer and drinker squarely in the context of vibrant urban centers and defines Bud’s new international playground as the urban jungle.