Be WISER

Be WISER

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Design Focus

Advertising Campaign, Brand Activation, Art Direction

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‍Client

Budweiser (Spec Project)

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My Role

Concept Development, Art Direction, Campaign Strategy, Print & Digital Design, Copywriting

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Tools

Adobe Photoshop

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The Missing Piece at a Glance

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Budweiser aimed to launch a bold, social, and approachable campaign for Budweiser Zero, targeting men aged 30–50 who value meaningful social interactions.

While Budweiser Zero offers clear benefits: alcohol-free, only 50 calories per serving, zero grams of sugar, and the same great Budweiser taste, the challenge was to position it as more than just a healthier choice.

The campaign aimed to increase brand recognition, retain current consumers while attracting new audiences unfamiliar with zero-alcohol beer, and encourage deeper social connections and engagement through the brand.

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The Completed Puzzle

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Insight
People feel wiser and more connected when engaging in meaningful conversations in relaxed social settings. Budweiser Zero aims to enhance these moments by offering a smarter, healthier choice without compromising on taste or experience.

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Single-Minded Idea
Budweiser Zero transforms conversations and moments into connections and memories, because when you listen, share, and laugh, you become wiser.

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Concept
This campaign builds on the success of Budweiser Canada’s 2023 “Bring Back The Buds” campaign, which cleverly removed the letters “BUD” from the logo to spark curiosity and reinforce friendships.

For "Be WISER," the strategy builds upon the concept of letter removal, taking out “U, D, and E” from “Budweiser,” leaving only “B WISER.” This subtle yet bold transformation not only grabs attention but also reinforces the campaign’s core message: choosing Budweiser Zero is a smarter, healthier decision that enhances meaningful social experiences.

By removing the need for compromise, Budweiser Zero encourages people to stay fully present, enjoying genuine conversations, shared laughs, and unforgettable moments with friends.

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Tagline

Be WISER.

The "Be WISER" campaign strategically builds on an existing Budweiser approach that successfully sparked engagement and conversation. The letter removal creates a visually compelling hook, immediately catching attention and inviting curiosity. It also aligns seamlessly with Budweiser’s brand identity, reinforcing its role in fostering connection, friendship, and shared experiences.

By focusing on friendship, meaningful conversations, and moments of connection, this campaign encourages consumers to make smarter choices, allowing them to enjoy the taste they love while staying fully engaged in the experiences that matter most.