The pack design directly communicates the campaign headline ‘Unleash the True You’ – by unleashing the Budweiser “bow tie” icon from it’s always restriced format. Never before has the Bud logo been disruptively used. A great example of a powerfully iconic visual creating a disruptive classic.

Stripping back the pack to a single graphic element, dramatically expresses the moment the beat drops on the dance floor. The exploding Budweiser logo capturing the energy, passion and belief of the brand proposition ‘Be Free to live the Life of your Dreams’.

The limited edition sold out in clubs across key China cities within 2 months, 3 months ahead of schedule, promting the brand to commission a new edition immediately.