Altering one of the world’s most iconic logos to highlight a decline in male friendship.
Sasha Barkans, Associate Creative Director | Cristina Pineros, Associate Creative Director | Paul Shkordoff, Director | Jeremy Cox, DP | Neil Blewett, GCD| Mel Zeta, Designer | Scotty Booth, Motion Designer | Sydney Price, Senior Producer
In 2020, Budweiser Canada launched a new brand platform focused on friendship. So when various studies and notable articles began to be published in 2023 highlighting what is being called a, “friendship recession,” Budweiser addressed the issue head-on.
We commissioned an annual survey to verify and track the decline in friendship in Canada. Then to raise attention about the issue, we removed the “Bud” in Budweiser on everything including high impact billboards, concert venues, and media properties. We followed that up with a viral anthemic film that drove toward a mobile tool that incentivized and helped connect friends and bring a nation of buds back together.
Awards & Recognition
One Show - 2024 Finalist
Creative Review
The Drum
Little Black Book
The Message
Strategy
Toronto Star
Globe & Mail
Newswire
Yahoo
We commissioned an annual survey to verify and track the decline in friendship in Canada. Then to raise attention about the issue, we removed the “Bud” in Budweiser on everything including high impact billboards, concert venues, and media properties. We followed that up with a viral anthemic film that drove toward a mobile tool that incentivized and helped connect friends and bring a nation of buds back together.
Awards & Recognition
One Show - 2024 Finalist
Creative Review
The Drum
Little Black Book
The Message
Strategy
Toronto Star
Globe & Mail
Newswire
Yahoo
2:40 TV: It’s Not The Same Without Your Buds
“Weiser.”
To draw attention to the friendship recession taking place in Canada, we removed the “bud” in Budweiser on Budweiser bottles, high-traffic billboards, concert venues, in TV studios, and notorious marquee placements.
A 1 Minute Broadcast Blackout
Then on International Friendship Day we bought sparse 1-minute ad slots to remind friends to reach out and connect with one another.
ThatsWhatBudsDo.ca
Finally, we created a simple reminder system and service whose only goal is to encourage closer relationships. Users simply list out the people they want to contact, along with the frequency with which they’d like to contact them, and “That’s What Buds Do” sends out timely text messages encouraging you to follow through, even going so far as to inccentivize getting together with free sports and concert tickets for you and your buds.
