Budweiser
W+K SÃO PAULO + NEW YORK
To launch Budweiser's new global positioning, “Yours To Take” we partnered up with Anderson .Paak and creators worldwide to launch a content campaign in tribute to all the no-getters of the world.
We created an original song and music video—a mantra to inspire emerging creators. And the campaign became a platform to put a global spotlight on local creators from around the world.
Names like the French freestyler Sean Garnier, Brazilian rapper Xamã, Swedish fashion designer Julia Dang, Colombian graffiti artist Wanda Pot, Argentinian singer Lara91K, Brazilian graphic artist Gabriel Massan and British drummer Louise Bartle are some of the featured creators that took over every Budweiser media from OOH to digital/social.
‘Tomorrow is Yours to Take’ is our response to the naysayers around the globe and a celebration to those who pursue success in unconventional ways—because we believe greatness is within reach for all of us to take. The message launches a new era on the global Budweiser journey, by connecting with a new inspirational audience. The campaign ran across 6 global markets including Argentina, Colombia, Nigeria, France, Chile and South Africa—giving our message a true global stage.
Budweiser has been the lead sponsor of the FIFA World Cup for almost a century. But this World Cup was special because it was the first global event after the pandemic that didn’t have the threat of closing down. So Budwesier wanted to go bigger than they ever had before.
They came to us with a simple task. How do we use the World Cup as a moment to connect people with the brand and do something unexpected to catapult Budweiser into culture?
So we started where all culture is created, music. We knew that the best way to get Budweiser authentically into culture was to create the official anthem for the 2022 FIFA World Cup.
We took an epic football song from an even more epic band from the 80s and made it even cooler by asking Lil Baby to do a featured rap. And “The World Is Yours To Take - by Tears for Fears and Lil Baby” was born.
But we didn’t stop there. In order to make this the anthem of the World Cup, we created a suite of assets, including a lyric music video. We had FIFA announce it as an official song of the World Cup. We had Lil Baby and Tears for Fears post about it on their own social channels. We even had Lil Baby release the song on Spotify, Apple Music, and Amazon music like it was his own track
When the lyric video and the track was released, it was like a cultural bomb was dropped and Budwesier was at the center of the narrative. We had 300+ articles written about the track and the video, and not just on ad trades; we made it into Rolling Stone. We had over 1MM views on YouTube, 50k+ social mentions, 213.3MM earned impressions, and 54.6MM in social reach just in the first week.
The World Is Yours to Take