The challenge was how to change consumers´ perception that Budweiser was a "heavy" beer.
When in fact, Bud is crisp, clean and refreshing.

How do you do all of that? In a buzz-worthy, "refreshing" way?

By summing up the Budweiser experience in one simple crisp, clean, refreshing word: Ahhh.

The result was an integrated campaign featuring interruptive, digital webpage take-overs, digital outdoor spectaculars
and airport translights, and a clever, digital E-vite sent at 5:00, to consumers from their friends,
inviting them to join them for a Bud at their favorite bar.

All featuring iced-cold Budweiser being enjoyed followed by a refreshing "Ahhh".