In China, football fever is bigger than ever. In fact, football is projected to be the #1 most popular sport by 2020. (Source: WHU Center for Sports and Management) This is why Budweiser, as the official beer sponsor for the 2018 FIFA World Cup, needed an exclusive limited-edition series for China to excite its hundreds of millions of football-loving beer drinkers. Globally, it was launching a massive global campaign “Light Up The FIFA World Cup”, and the task in China was to create true collector’s items that brought this energetic idea to life on the bottle. It was a considerable challenge: Just how do you capture the energy of a larger than life event, and distill it into the palm of your hand?

The outcome was a series of incredibly simple interpretation of the countries’ flags, delivered boldly in a design style that was distinctively Budweiser.

What was originally a limited-edition bottle design brief quickly grew into a campaign visual identity task. We took the design thinking and transformed it into a stand-out campaign visual identity system that was used in nationwide communications in 270 cities, across 200,000 touch points, giving Budweiser an instantly recognizable look amongst the super saturated FIFA World Cup season.