Cannes Lions

Cardboard Fan

WIEDEN+KENNEDY NEW YORK, New York / ABINBEV / 2021

Film

Overview

Entries

Credits

Overview

Execution

With sports fans unable to attend games in person, NFL teams across the country were putting cardboard cutouts of fans into their stadium seats. Because no NFL game is complete without Bud Light in hand, we sent a personified cardboard Giants fan on an epic journey to get some—wherever that might take him. The film takes viewers through what seems like a typical hero’s story arc but riddled with the surprises of Bud Light’s classic humor along the way. Filled with grief, sadness, triumph, victory, and ending with a heartwarming surprise that no one would expect.

Similar Campaigns

12 items

Hot as Hell

OGILVY SOUTH AFRICA, Johannesburg

Hot as Hell

2022, ABINBEV

(opens in a new tab)