By The Drum | Editorial

March 1, 2022 | 2 min read

Welcome back to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

In the first episode, we look at the ‘1 goal = 1 custom bottle’ campaign, which won the ‘FMCG or Consumer Goods,’ ‘Best Integrated Campaign’ and ‘Travel, Leisure or Sports’ categories at The Drum Awards for Content 2021 for its work for AB InBev and Budweiser.

Lionel Messi was on the verge of breaking Pele’s 46-year-old record of 643 goals for a single club – a historic sporting moment. Budweiser wanted to raise awareness of its association with the iconic player and own the 644-goal moment over his other brand partners by creating a voltage spike in conversation with its product at its heart.

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You can hear the full story from the agency’s creative director Lawrence Tallis and head of client services Kate McGregor above and on our YouTube channel.

And don’t forget to enter The Drum Awards for Marketing before March 23.

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