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Budweiser: Tagwords by Africa

Agency: Africa
Client: Budweiser
Date: May 2018
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In Brazil, Budweiser recently launched a clever out-of-home (OOH) campaign to promote its new tagline, “the beer behind the music.” Created by Sao Paulo-based agency Africa, the campaign asks passersby to search keywords that will lead them to photos of Budweiser cans in the hands of some of music’s biggest names.

For instance, one poster asks people to search the following words: 1980, Detroit, radio and Budweiser. A quick Google search of the terms brings of an image of David Lee Roth, the original singer of Van Halen, surrounded by cans of Budweiser. A different search brings up a photo of Sex Pistols frontman John Lyndon holding a can of Budweiser with his manager.

Credits

CCO: Sergio Gordilho

Creative Directors: Matias Menendez / Sergio Gordilho

Creatives: Felipe Ribeiro / Rafael Quintal / Rodrigo Sganzerla

Special Projects: Monique Lima/ Juliana Leite / Juliana Mendonca/ Julia Newman / Isabela Levy

Client Services: Carolina Boccia/ Bruna Alonso/ Rafael Nogueira / Mariana Marcao

Project Manager: Carolina Mader

Media: Luiz Fernando Vieira / Rodrigo Famelli / Tony Arbex / Bruna Morano / Leonardo Araujo

Planning: Rodrigo Maroni / Aldo Pini / Vitor Amos / Larissa Perroni / Isabella Ayub / Glaucia Guerra / Milena Vieira

Print Production: Carla Lustosa / Fernanda Badan / Dirceu Aquino

Art Buyer: Carmen Castillo

Production Company: Landia

Director: Aline Lata

Executive Producers: Sebastian Hall / Carol Dantas

Post-production Coordinator: Elton Bronzeli

Production: Andre Mortara

D.O.P.: Erico Toscano

Editing: Diego Merulla / Cadu Silveira

Color Grading: Marla Color Grading

Sound Design: Evil Twin

Music Production: Andre Faria / Murilo Faria / Rafael Campanini

Technology/ Digital Production: Webcore