Budweiser cans channel the patriotism of American workers

Just 10 of the prized cans were produced following a competition inviting Budweiser fans to nominate someone close to them who deserved wider recognition for their hard work, with the winners having their name printed for posterity on the one-of-a-kind tins.

Working with London-based brand design agency Deuce Studio, the campaign centers on an interactive website where audiences can read all about each of the 10 American workers’ stories.

Inspired by Budweiser’s Blood Sweat and Beers guiding tenets, the campaign pays homage to the bonds of family and the laborers who kept the country functioning through the pandemic while reinforcing the Budweiser brand.

Senior brand director Jake Vizek said: “At Budweiser a big part of what we do is to champion American spirit and ordinary people doing extraordinary things. We feel the campaign Deuce has delivered does exactly that by celebrating labourers and everything they have done to keep the country going in what has been a challenging few years.”

Richard Patrick, creative director and co-founder of Deuce Studio, said: “When developing the Labor Day campaign, it was important to keep the focus on the workers and the contributions they’ve made. We took visual cues from the time period that Labor Day originated [in] to pay homage to previous generations of workers as well as today’s.”

The partnership between Budweiser and Deuce was made possible by Upwork CoLab, a brand-partnership program to connect agencies and freelancers with relevant projects.