The Drum Awards for Marketing - Extended Deadline

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Agency: Virtue
Client: Budweiser
Date: May 2019
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Budwieser is seeking to address the stigma around tattoos and its artists in South Korea with a new campaign.

Drawing tattoos without special permission from the government is currently illegal in the conservative country, forcing many tattoo artists go underground and those with tattoos to cover up.

The campaign, called ‘Be a King’ and created by Virtue, is using film, a photography and art exhibition, a limited-edition Budweiser can, and a series of video profiles featuring 12 profiles of young Koreans with tattoos to shine a spotlight on this topic.

According to the brand, it hopes to shift mainstream attitudes by exploring the contribution these artists are making to Korean culture and identity.