Cannes Lions

BUDWEISER: RISE AS ONE

ANOMALY, New York / BUDWEISER BUDVAR / 2015

Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

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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2021, BUDWEISER BUDVAR

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