ABOUT

Budweiser as a brand has always been synonymous with the World Cup - having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar.

With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head.

We couldn’t let this opportunity go to waste. So we flipped the script and announced that we'd give away all of the would-be World Cup beer to whichever country won the Cup. It wasn't just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud