Cannes Lions
ANOMALY, New York / BUDWEISER BUDVAR / 2015
Overview
Entries
Credits
Description
‘Rise as One’ was broadcast in countries across the globe. Different versions of the series and branding elements were edited based on local advertising regulations. The version we have submitted was eligible for broadcast on television in the USA, as governed by FTC regulations.
Execution
The series was promoted through a combination of platforms.
We kicked off with a media tour with Abby Wambach, captain of the US Women's National team.
Two of the episodes were also featured at the 'Kicking and Screening' film festival in New York, and then again in Rio during the tournament.
Fox Sports 1 promoted the show through on-air trailers and through listings.
Budweiser supported the show's broadcast through its social media channels.
https://twitter.com/AbbyWambach/status/448075376829669376
https://twitter.com/FOXSoccer/status/448597908355813376
https://twitter.com/BudweiserFC/status/453967756455456768
https://twitter.com/BudweiserFC/status/472070402924355584
Outcome
The ‘Rise as One’ campaign was incredibly successful for Budweiser globally. 'Rise as One' appeared throughout the campaign – from advertising and branded content, through to events, in-bar material, in the stadiums in Brazil and most significantly on the limited edition gold bottle packaging.
The branded content series was broadcast in over 70 countries across the world. The series has also been aired several times on repeat by Fox Sports 1 in the USA. We do not have access to cumulative viewing figures, but the show has been made available to hundreds of millions of households globally.
Fox and Budweiser are building on the success of this first season and are in development on a second branded content project currently.
Most importantly, the show was well received by fans globally, as shown here:
https://twitter.com/nathenmcvittie/status/453369044578496513
https://twitter.com/STL_Blonde/status/451150858743320578
https://twitter.com/uswntlove8/status/448611461326454784
https://twitter.com/sivolga/status/546953829947015168
https://twitter.com/Cabita10/status/465180606377492481
https://twitter.com/JacquelinePurdy/status/448618143469289473
https://twitter.com/DarrenRutland/status/465208855639887872
https://twitter.com/elfen_fan/status/459293192165158913
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