“Touch” is a music video that celebrates the individuality and self-expression of Halloween while seeding the rituals of drinking Budweiser on Halloween and wearing the Budweiser Clydesdale horse mask.

The music video captures a spontaneous happening erupting around a city, following Halloween revelers from dusk until dawn. A red beer ("Bloodweiser") acts as the catalyst that drives people to wear the horse mask, gather with friends, and summon a mythical creature: the half man/half horse known as the “King of Fears” - a metaphor for the emergence of one’s true self.

Halloween is a relatively new phenomenon in some cultures. We identified Halloween as connecting with our consumer values and Budweiser’s brand values of freedom, authenticity and ambition. One of our objectives was to introduce Halloween in countries where people aren’t as familiar with it and inspire them to go out and party with Budweiser. Since we were speaking to a global audience, we needed to communicate in a global language: music. That’s why we created a music video.