In 2023, Budweiser launched its alcohol-free beer in Brazil: Bud Zero. And to stand out in a market with established competitors, Budweiser needed a campaign that broke the mold of the category and showed a new way of selling alcohol-free beer, going beyond the restrictions as competitors have always done.

We brought the concept of the multiverse, drawing a parallel to show that in some universe, you accepted to go with Bud Zero and had an epic night out instead of staying home doing nothing. To materialize this idea, we created a film lasting over 3 minutes, inspired by Hollywood multiverse movies, showing two friends traveling through various different multiverses where one tries to convince the other to go out and enjoy the night with Bud Zero. One friend always tries to persuade the other to enjoy the night, while the other, regardless of the universe, declines the invitation, saying they have to work tomorrow. We interspersed this journey through the multiverses, showing that in the Zero Universe, they accepted the friend's invitation.

The multiverses featured in the film were inspired by other facets of American pop culture, such as animated series, apocalyptic series, 90s sitcoms, cult films, and noir.

The competition always sold their alcohol-free beer through restriction, showing that drinking and driving is possible. Budweiser decided to do things differently: positioning its alcohol-free beer as one made for enjoying the night, showing that with Budweiser Zero, you can go out any day of the week even if you have to work the next day. To communicate this positioning to the audience, we analyzed their behavior: many people prefer to stay at home doing nothing when they don't feel like drinking alcohol or have to work the next day. This behavior causes them to miss out on countless epic nights with their friends. So, we created a film lasting over 3 minutes, inspired by Hollywood multiverse movies, building an engaging narrative showing two friends traveling through various different multiverses where one tries to convince the other to go out and enjoy the night with Bud Zero.

The choice of The Clash's "Should I Stay or Should I Go" was pretty obvious—it just perfectly fit the storyline of our narrative, which aimed to show two friends, one inviting the other out while the other declines because of work the next day. Since we wanted to convey that with Bud Zero, you can go out any day of the week instead of staying home doing nothing, we used the song almost like a call to action throughout the multiverses, encouraging both the character and the viewers to ditch the hesitation and go enjoy the night.

Zero or Nothing had an immediate impact on the sales of Budweiser Zero in Brazil in 2023 and 2024. The campaign garnered 500 million impressions, over 30 million views, and received a 98% positive sentiment from the audience, leading Bud Zero to capture 10% of Budweiser's total sales in Brazil. The campaign was recognized as the best launch of an alcohol-free beer in the country, positioning the brand in a territory occupied by various competitors but finding a new territory yet to be explored by any competing brand.