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the strategy

in a nutshell


Respect | Budweiser

Task: Create ideas to honor the 20th anniversary of 9/11 

Context: Budweiser has a history of showing up for America, even in tragedy. On September 11th, 2001 the United States experienced a tragedy that rocked the nation. Terrorists hijacked four commercial airplanes, two of which hit the Twin Towers in New York City’s Financial District, toppling both skyscrapers. Thousands of New Yorkers were lost in the attacks, and amongst an array of highly charged emotions, the entire nation’s sense of safety was shaken. 

10 years after 9/11, Budweiser released a spot for a limited time that paid tribute to those who lost their lives and those who are still suffering. Now for the 20th anniversary, Budweiser wants to share the same message. 


Challenge: Noting the sensitivity of 9/11, how can we approach this as people, not marketers? 

Insight: Sometimes doing less means a lot more. 

To Communicate: Decades Will Pass, But Budweiser Will Never Forget





the idea:

9/11 is never the time for an opportunistic marketing stunt, it's a time when Americans reflect. Only airing once, Budweiser renewed and modernized its spot from the 10th anniversary to pay tribute a decade later.

the response:

We hit the KPI's with this one:
100% Key Message Pull-Thru | 99% Positive/Neutral Sentiment

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