Budweiser: Freedom Reserve Beer
Role: Art Director
Project Overview:
When Budweiser introduced Freedom Reserve Beer: a limited edition brew inspired by a recipe from George Washington. It wasn’t just about launching a new product. It was about honoring history, supporting veterans, and making a difference. Proceeds from this special release went to the Folds of Honor charity, funding scholarships for the families of fallen and injured soldiers. My role was to help tell this story in a way that felt big, bold, and unmistakably Budweiser.
Creative Approach:
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Heritage Meets Purpose: We framed the campaign around Budweiser’s long-standing legacy, connecting their iconic history to their brand's mission.
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Real Stories, Real Impact: The heart of the campaign was showing the human side of this initiative. We highlighted how the scholarships changed lives.
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Visually Rich Storytelling: Every shot, from the beer’s reddish golden hues to the emotional moments with brewers and scholarship recipients, was designed to pull viewers in.
Execution Highlights:
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30-Second TV Spot: Shot in Austin, TX, this commercial introduced Freedom Reserve Beer in all its glory, showcasing the beer’s character while highlighting its partnership with Folds of Honor.
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5-Minute Digital Film: In Atlanta, GA, we surprised Budweiser’s veteran brewers by sharing how their work had directly impacted scholarship recipients.
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Social and Digital Content: We extended the campaign online, creating bite-sized videos and visuals to keep the conversation going and reach even more people.
Results:
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Nationwide Awareness: The campaign brought attention to Freedom Reserve Beer and its mission, boosting both sales and support for Folds of Honor.
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The campaign reached tens of millions of impressions across TV, digital, and social platforms, driving significant awareness for Freedom Reserve Beer and its mission.
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The 5-minute digital film garnered over 2 million views within the first two weeks, resonating with audiences and generating heartfelt responses from viewers.
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Budweiser strengthened its reputation as a brand that balances heritage with purpose, solidifying consumer trust and engagement.