THE OBJECTIVE

Drive earned conversation and cultural relevance for Budweiser in the British music world.

THE INSIGHT

For a British artist, winning a BRIT Award is the highest honor. But in 2022, the BRIT Awards denied female and nonbinary artists that honor by only nominating men for Best Artist.

THE WORK

On the weekend of the BRIT Awards in London, we turned a Budweiser billboard into a stage for up-and-coming female and nonbinary artists to perform and earn the recognition that the BRITs had denied them.

We even broadcasted those performances at the BRIT Awards themselves, using our ad space in the O2 Arena.

THE RESULTS

1 Record Deal for an Underrepresented Artist

1300% increase in Budweiser’s social views

125% increase in social conversation about Bud in the U.K.

102% increase in Bud’s social impressions in the U.K.