We worked across different media to be able to contemplate different combinations of tagwords, offering the consumer a journey with complementary stories on social, media displays, OOH and specially indoor media, taking over bars and pubs around the country, where the conversations really happen. With this campaign, we were able to organically direct people to each desired result/photograph, with no need of any SEO investment. If a user searched for a specific combination, we could track it and impact it with the other combinations of tag words, thus keeping the hunt going.

Budweiser is one of the few brands that has truly become part of pop culture, and this started when the brand's reputation grew stronger within the alternative music community, with magazines referring to Budweiser as "the alternative beer”. Being ingrained in alternative culture created an astonishing effect for Budweiser: artists who were taking their first steps, but later on became huge music icons, embraced the brand with no request or paychecks. By searching on Google, we discovered pictures of artists like Jagger, Alice Cooper, Joan Jett, Hendrix, and others, casually drinking a Bud in their time off. In fact, if you search for Budweiser + any music legend, you'll probably find a photo of both of them together. So, for the launch of the new tagline for Budweiser in the music platform, “The beer behind the music”, we wanted to find a way to expose this background to the public.