We wanted real veterans to be central to a campaign that provided hope and financial support to military families. By partnering with “Folds of Honor,” a foundation that provides scholarships to the families of fallen or injured soldiers, we had Budweiser do what they do best: make beer that makes a difference. The limited edition camo bottles were brewed by vets, for vets, and one dollar from every case sold was donated to fund scholarships.

We knew veterans deserved the first batch. So we surprised a group of them with a delivery dropped out of an authentic military plane. The campaign extended with a partnership with fellow veteran and actor Adam Driver, who surprised the daughter of a wounded marine by showing up at their home to tell her the rest of her college costs would be paid for.

To execute “Camo Drop” we coordinated with multiple military consultants to locate a drop zone and figure out how to accurately deliver 2,500 pounds of beer out of a C-130 military aircraft to a group of unsuspecting veterans on the ground. We enlisted Folds of Honor founder Major Dan Rooney to lead a group of 20 vets to the drop zone. When they finally opened the crate, they found personalized camouflage bottles engraved with their name and military ranking.

To execute “A Dream Delivered” we found scholarship candidate Hayley Williams, a 21-year-old nursing student who was facing the difficult decision of dropping out of school because it was too expensive. Then we enlisted the famous actor Adam Driver to help deliver the scholarship. Adam, a former U.S. Marine, shared a similar experience with Haley’s father, a U.S. Army veteran who was injured in training before deploying overseas.

The campaign touched the hearts of people all over the world. In total, 95 million people viewed the videos, with well over half a million shares. There were over a half billion impressions that drove 692 media placements, including exclusives with The Huffington Post, Adweek, and Good Morning America. Not to mention a special segment on Fox News featuring Folds of Honor founder, Major Dan Rooney. And with a positive sentiment of 100%, it’s safe to say the work could not have been better received. Most importantly, this sentiment was further supported by the overwhelmingly positive response it received from military veterans.

At the end of the campaign, Folds of Honor received a check for $1 million as a direct result of the limited-edition camo bottle donations. They also saw a 20% increase in donations, all of which led to 2,000 new scholarships for military families.