ABOUT

Background
In 1876, two American icons were born, the Statue of Liberty and Budweiser beer.

The brief
Celebrate summer and Budweiser’s new partnership with the National Parks Foundation through a bold and disruptive design.

The creative idea
The brief inspired a colossal design solution; the most iconic American beer and the most iconic symbol of freedom. Set against a field of red and white stripes, Lady Liberty herself becomes the star. In a nod to the statue's origins, renowned French illustrator Malika Favre was commissioned to capture her beauty and power.

Impact
Upon release of the Liberty design, the Budweiser brand stemmed a decades old sales decline and kicked-off another iconic red, white, and blue Budweiser summer.