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BUDWEISER
DISCOVER THE
BEAT

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MULTIPLE OWNERS

RUI WANG; MADDY PAYNE; DOMINQUE FUNCHESS 2021

OVERVIEW

DESCRIPTION

This academic project is ideated and developed by Rui Wang, Dominique Funchess, Maddy Payne under the guidance of Prof. Judy Salzinger in her Digital Medial for Advertising class. (THIS PROJECT FOR THE YOUNG ONES COMPETITION 2021 )

Music has become an indisputable passion point, which can unite individuals, regardless of differences and difficulties. 

Music is a huge connector and resonates with Gen Z, Millennials, and beyond. Budweiser has always focused on community emotions. Since the pandemic, the connection between the younger generation and the music community has been affected. We are eager to provide consumers with opportunities to reconnect with music, return to the music community in the safest and most entertaining way, and participate in it responsibly. 

Music is one of the things millennials held onto to keep them sane during COVID. it didn't pull them apart from it. A unique treasure hunt music game experience connects people in a responsible way again. The campaign is reflective of our core value of support and cares about the community. We are happy to combine the hunting game with the music festival to support the music and entertainment community. 

AWARD

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2021
The Young Ones
Young Ones Brief
Silver

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MULTIPLE OWNERS

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Maddy Payne, M.A., Advertising, Savannah College of Art and Design  
Visit the Website: https://www.maddypayne.com/
Dominique Funchess, M.A., Advertising, Savannah College of Art and Design  
Visit the Website: https://www.dominiquefunchess.com/

TARGET AUDIENCE

Ages 21-34 Millennials (1985-1996) & Generation Z (1997-1998)
GEN Z: Fashionable, broad-minded, active, unique, adventurous, individual, pursuit, and desire for new things.  
MILLENNIALS: High loyalty to products and brands. Focused on the experience. Rational consumption.

MEDIA CHOICE

Integrated campaign (Commercial Ad, OOH Ads, Poster, Package Design, Social Media Ads, etc.)

OUTCOMES

BUDWEISER - COMMERCIAL ADS

DURATION: 01:40

SCRIPT

Music is a universal language
It moves through us, from our toes tapping, to our heads banging. 
A rhythm in unison, that everyone understands- 
In the same way, the sound of a can makes when you first crack it open, 
It’s like music to your ears. 
So, Budweiser asked Spotify to partner in a musical experience
Inviting everyone to join together, with their buds, to engage in the ultimate scavenger  hunt:
Buy Budweiser and Peel off the labels on the can to reveal and piece together a map of 6 different locations around the city
The search continues as you reach each location to find our hidden Bud/Spotify code…
Once you scan the code that’s when the real challenge starts! 
To officially check off each location you’ll have to solve the clue within the lyrics provided by Spotify 
When all 6 clues are solved, you’ll uncover the hidden location of Budweiser’s Music Festival... but act fast because only the first 300 will win With a purchase of our limited-edition packaging everyone will be able to uncover the beat with exclusive playlists that reflect the sound of cities all over the U.S.
4 bustling cities  
6 Cryptic clues 
1 memorable Music Festival 
and Unlimited Playlists
Bringing people together to discover the beat.

Poster

Packaging Design

OOH Ads

Discover The Beat Music Festival

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