Cannes Lions

#SelfieBud

JONES KNOWLES RITCHIE, New York / ABINBEV / 2020

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Overview

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Credits

Overview

Background

We were thrilled when the brand announced it would be hosting the hottest Super Bowl party - BudXMiami. An epic, three day rager, with more than 200 of the world’s biggest creators, and influencers, across all platforms from every corner of the globe. It was perfect for a brand like Budweiser. Well, almost perfect.

We knew the world would be watching BudXMiami on social media. But, that’s when we realized how backwards we looked in selfie mode. It’s a tech flaw in all major social apps, flipping words every time people do filters, live stories, boomerangs. The King of Beers wasn’t perfectly designed for the selfie generation of Bud lovers. Yet.

Idea

We solved a tech problem with an analog solution and launched the most selfie-friendly beer at the hottest influencer party of the year. #SelfieBud was designed to look exactly like the original but in reverse, so now it looks perfect in selfie mode on apps like Facebook, Insta, Snap, TikTok and WeChat.

We took over BudXMiami and created the most selfie-friendly environment, a completely backward one. From fridges full of #SelfieBud, ring lights stations and posters to a complete merch store with exclusive backward t-shirts, hats, and even beer koozies, so guests could convert their regular Bud into #SelfieBud, all ready to be snapped and shown off perfectly on social.

And the followers loved it! #SelfieBud received more than 100M impressions in the first weekend. We hijacked SuperBowl LIV news with a $0.37 label.

Strategy

We knew the world would be watching BudXMiami across all social platforms, through the lens of the 200 of the world’s biggest creators, sick to share their exclusive party.

We knew that a first selfie-friendly beer designed for all social apps, and created just for the guests, would be a hot topic for them to show off on social for their millions of followers. So, all we would need to do was to make their “work” easier.

We took over BudX Miami and created the most selfie-friendly environment, a completely backward one. From fridge, selfie stations and merchs to the first beer designed for the social generation.

In an event full of amazing attractions and surprises, almost all guests, proactively, dedicated at least one post/video about #SelfieBud to their millions followers, including celebrities like Dwayne Wade, Gabrielle Union, Ja Rule.

Execution

We launched #SelfieBud on February 2nd at BudXMiami SuperBowl party. Yes, we had an analog and simple solution, but printing a Bud that looks exactly like the original but in reverse wasn’t so easy. It took us a couple weeks just to adjust the machines and use the same process to print this special edition in the classic 16oz metal bottle.

We created the most selfie-friendly environment, a completely backward one. We spread #SelfieBud stations throughout the event with fridges full of #SelfieBud and ring lights. Thousands of reverse logo beer Koozies were distributed. We transformed the BudXMiami store offering exclusive backwards merchandise including t-shirts, hats, and posters. Even a custom pedestal was created to immortalize #SelfieBud.

All our #SelfieBud swag sold out, and thousands of #SelfieBuds were drank and shown off on social. And Budweiser decided to make #SelfieBud the official beer of all BudX events around the world.

Outcome

We created the first selfie-friendly product in history designed for all social apps.

In an event full of amazing attractions and surprises, almost all guests, proactively, dedicated at least one post/video about #SelfieBud to their millions followers, including celebrities like Dwayne Wade, Gabrielle Union, Ja Rule and Usain Bolt.

#SelfieBud hijacked the SuperBowl news and generated more than 100M impressions on the first night. The idea cost less than $0.37 per label.

Global creative director at Facebook/Instagram publicly referred to #SelfieBud as “Simple Genius”.

Apple recently corrected the issue with their camera to automatically flip selfie pictures/videos but social media apps still show the brand logos flipped. #SelfieBud sparked Facebook and Instagram to begin talks to fix their technology in the future.

Thousands of #SelfieBuds were drank and shown off on social. And Budweiser decided to make #SelfieBud the official beer of all BudX events around the world.

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