Globally, "Unleash Your True Self" is Budweiser's brand platform.

In China, this platform has been brought to life for the past three years through the annual Made for Music campaign. Leveraging Electronic Dance Music (EDM) due to its increasing popularity among China's youth, Budweiser has built a truly international EDM culture among its target audience, providing them the stage to unleash their true selves. OgilvyOne Shanghai was engaged in June 2015 as the lead digital agency; our key responsibility was to land the brand spirit onto consumers' screens nationwide, empowering people to unleash their true selves with EDM. The objective was to engage consumers nationwide on their digital screens and deliver an EDM-inspired experience that would unleash their true selves.

Bud 3D Selfie animations were developed based on custom-made WebGL framework. We then integrated this into WeChat, delivering this experience to people without requiring them to download an APP -- a first for China given the calibre of the technology involved.

Key technological achievements:

- Developed 3D-head model from research on Chinese facial structures

- Selfies were projected in real-time onto 3D-head models

- More than 20,000 lines JS coding within short turnaround time

- Controlled animation loading time within 15 seconds

- Developed both webGL-friendly and non-webGL devices outputs for easy social sharing journeys

- The morphing animation was specifically coded to animate to the music's rhythm

Placement:

- Owned: Bud.CN, WeChat & Weibo

- Paid: Camera-enabled APPs (MeiTu, MeiYan); Tencent Shake Shake media (users shook their phone in front of the screen during the campaign commercial and were taken to "Bud 3D Selfie", digital OOH at campaign events