Bud Light had been slowly falling out of cultural relevance with young consumers ages 21 to 30. The goal was to put Bud Light back in the forefront of pop culture.

They needed a fresh start from the ground up – a new voice and, more important, a new buzz-worthy idea that would activate young people, pique their curiosity, and show them, by example, what it means to be “up for whatever.”

Bud Light planned a live hidden-camera stunt on a massive scale, requiring the coordination of hundreds of actors and 58 hidden cameras in 17 locations, all shot live, in one take. And it all hinged on finding a real guy who wouldn’t know he was being filmed.

His journey is riddled with twists and turns: identical twins, false walls, random celebrities including Arnold Schwarzenegger and Don Cheadle, bachelorettes, a llama – each experience more unexpected than the last.

The desired response was to get 10 million views and directly engage young consumers.

Bud Light became one of the most talked-about brands in the world again. The “Ian Up for Whatever” Film was viewed over 17 million times in ten days. It helped generate over 2,380 news stories, from GQ to ABC News to Good Morning America to Ryan Seacrest, Rush Limbaugh, and the cover of AdWeek – as part of a campaign that penetrated pop culture with over a half billion media impressions.

It’s all meant to prove to young consumers that when you’re “up for whatever,” the possibilities are endless. And Bud Light is the perfect beer for whatever happens.

Bud Light was able to be the catalyst and constant presence in a story that shows – by example – that if your mind is open and your attitude is right, the night can go anywhere.