On December 5th, Budweiser set out to raise a cold one with friends, neighbors, and even competitors, to celebrate the day that Prohibition ended and beer came back into our lives: Repeal Day.
Through an integrated 360º campaign, we started an all-new, all-American holiday that gathered friends and lovers of beer at bars across the country to celebrate the most important of civil liberties: the right to drink beer.
In celebration of Repeal Day, we transformed the Anheuser-Busch office into a 1930s speakeasy (complete with newsies, an original 1930s newspaper, and our Prohibition-inspired lager), ushered Clydesdales down the streets of New York City, hosted a bar crawl around Chelsea, and invited all our partners (and competitors) to join us in celebrating a momentous day in our brand and nation’s history.
Invitations to competitors arrived in the form of mobile billboards (pictured left), with follow-up tweets to ensure they saw their invite, which created some buzz. We even got some press from AdWeek, here!
Concept: Ben Winding & Ali Meyer
Design: Julia Hummel