The Drum Awards Festival - Extended Deadline

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Agency: Bud Light
Client: Red
Date: Jun 2019
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Bud Light is bringing the 'Real Men of Genius' concept back for a new generation. ‘Internet Heroes of Genius’ brings a twist to the concept for the modern age, with seven spots promoting the people that make the internet a place to spend time. With tongue firmly in cheek, Bud Light pays musical tribute to ‘heroes’ like the Online Encyclopedia Hero, Snapchat Lens Hero, Person That Still Uses Middle School Email Hero and others.

Reviving the campaign was meant to elicit some nostalgia, bringing back not only those who were familiar with it, but also something that would resonate with the new generation that may have missed it.

In finding new ‘heroes’ to honor the brand took to social media for the new generation that could be recognized and talked about.

The creative team spent time in a war room with the singer doing one-to-one responses with consumers on social based off tweets, and fans are encouraged to tweet Bud Light for a chance at a custom salute.


Anheuser Busch:

Conor Mason (Director, Digital) Lindsay Cozen (Digital Brand Manager) Kate Sanner (Brand Manager) Anthony Perrin (Strategist)

Pete Pirone (Copywriter) GT Smith (Designer)

Red, a Division of Endeavor Global Marketing:

Noah Roper (Group Account Director) Katie Leonard (Producer)

Roni Sebastian (Executive Creative Director) Patrick Cho (Associate Creative Director) James Littlejohn (Associate Creative Director)

160over90 (production company)

Singer: Brandon Beilis

Voiceover: Dave Steele