Busch: Busch in the Forest - Tree Roll by Deutsch New York

Client: Busch
Date: Sep 2018
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Fall is here, and Busch Beer wants to give Americans even more reasons to get outside and enjoy their public lands, which is why the brand has launched an outdoor challenge nationally in forests across the country, inviting America to celebrate the great outdoors this fall with the motivator of free beer (or cash equivalent).

Partnering with the National Forest Foundation (NFF), Busch marked six trees in forests across the country with special medallions. The first person to find a medallion and email the discovery to Busch could receive a full-year’s supply of Busch Beer.

Busch is revealing the location of all six trees via clues on the brand’s official Twitter page (@BuschBeer). Beer hunters just need to look for the clues posted on Twitter, track down the right tree and follow the directions from there.

In addition to the beer hunt, people can get involved simply with the click of a mouse. Deutsch NY created the ‘Tree Roll’ (kind of like pre-roll), to help plant trees. For every non-skipped view of the pre-roll video, a humorous informational video that helps people spot and plant trees, the NFF will plant one tree with a goal of 50,000 trees to plant in the first 24 hours. According to Deutsch, this is the first brand using non-skippable pre-roll for charity purposes.

Another way to help plant trees and enjoy beer is to buy specially-marked 18-packs, 24-packs and 30-packs of Busch and Busch Light, a portion of the proceeds which will be donated to the NFF to support the restoration and enhancement of national forests and grasslands across the United States, up to $175,000. Busch aims to plant 150,000 new trees as part of its 2018 partnership with the NFF.


Tree Roll Credits


NA Marketing: Marcel Marcondes

Value and Beyond Beer Brands: Chelsea Phillips

Director, US Value Brands: Daniel Blake

Brand Manager and Digital Brand Manager: Conor Mason

Deutsch Creative Credits:

Office: New York

Chief Creative Officer: Dan Kelleher

Executive Creative Director: Jeff Vinick

Creative Director: Heather English

Creative Director: Marques Gartrell

Copywriter: Breyden Sheldon

Art Director: Kelsey Heard

Director of Integrated Production: Joe Calabrese

Producer: John Hatheway

Assistant Producer: Halley Mangano

Director of Integrated Business Affairs: Maria Taris

Group Director, Integrated Business Affairs: Stacy Schwartz

Sr. Business Affairs Manager: Dawn Doumeng

Project Manager: Ashley Heisner

Account Director: Andrew Arnot

Account Supervisor: Madalyn McLane

Production Company: Steelhead

Director: Joe Pernice

Executive Producer: Jeff Morgan

Director of Photography: Tom Petersen

Editorial Company: Steelhead

Editor: Cohen Anderson

Assistant Editor: Matt Mullen

Post-Producer: Samantha Addy

Executive Producer: Jeff Morgan

Telecine: Steelhead

Colorist: Juan Guzman

Original Music: JSM

Chief Creative Officer: Joel Simon

Exec Producer: Jeff Fiorello

Arrangers: Joel Simon, Nathan Kil

Producer: Norm Felker

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Added 04 August 2020
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