Cannes Lions

Cardboard Fan

WIEDEN+KENNEDY NEW YORK, New York / ABINBEV / 2021

Awards:

1 Shortlisted Cannes Lions
Film
1 of 0 items

Overview

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Credits

OVERVIEW

Execution

With sports fans unable to attend games in person, NFL teams across the country were putting cardboard cutouts of fans into their stadium seats. Because no NFL game is complete without Bud Light in hand, we sent a personified cardboard Giants fan on an epic journey to get some—wherever that might take him. The film takes viewers through what seems like a typical hero’s story arc but riddled with the surprises of Bud Light’s classic humor along the way. Filled with grief, sadness, triumph, victory, and ending with a heartwarming surprise that no one would expect.

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