BIGGER
PICTURE
Budweiser
The brief was to deliver a Super Bowl spot. So naturally, in the weeks leading up to the game, we launched a digital campaign announcing that Budweiser would not air its usual Super Bowl ad.
Instead, we redirected that massive media budget to support COVID-19 vaccine awareness and education efforts.
The ad that we didn’t run, was the most successful campaign in Anheuser-Busch InBev’s history to date.
Sometimes, the most powerful move is stepping aside.