Made in America.

Rejuvenating the cultural relevance of one of the world’s most storied brands.

Budweiser was facing a challenge that was as simple as it was seismic: the brand was increasingly out of touch with contemporary culture. This was reflected in slumping sales, and evidenced by the fact that only 1 in 3 young adults had ever even tried Budweiser.

Rather than just creating another advertising campaign, we sought to create an enduring platform that would establish a substantive home for the brand within contemporary culture.

The result was Made in America, which quickly became the #4 music festival in America, inspired a documentary film by Ron Howard, and even drew President Obama to speak to the cultural ethos that we had created.