Award: CAMPAIGN \ C33.Sports / eSports

Budweiser’s core marketing principle is creating, sharing, and celebrating high-energy moments. And about 35 years ago, we noticed how football and FIFA WC reflected these brand values. In the years since the partnership has seen numerous engaging ways to connect with football fans and consumers worldwide.

Due to the pandemic, the world was forced to pace its progress and cap its dreams. Hence, as FIFA WC returned in 2022, Budweiser’s aim was to inspire fans to seize opportunities and go for greatness no matter the hurdles. Through celebrating the shared anticipation and determination experienced by players as they walk down the tunnel and onto the field, the brand connected with millions – uniting people and bridging divides. Through this campaign, Budweiser also saw an opportunity to ensure that its beverage is in consumers’ hands and hearts throughout the WC.