Create a TV, cinema and social campaign for AB inBev’s Bud Light, targeting an affluent and youthful adult demographic.

We parodied the aspirational lifestyle portrayed by many consumer brands by casting a bunch of beautiful millennials to live the ‘Bud Light lifestyle’.

Set on a beach, the ad features a cast of impossibly good-looking millennials living their effortlessly bohemian lives, as our specially-created song narrates the film to take a playful view on modern-day lifestyles.  

We first teased the campaign during London Fashion Week, as a number of celebrities and models, including Daisy Lowe, were pictured wearing the Bud Light-branded kimono, which appears in the ad.

The spots aired on TV and in cinemas throughout October and November, supported by a series of edits created specifically for social media, which ran until the end of the year.

The TVC was part of a broader marketing campaign which included activity across Facebook, Snapchat, YouTube and Instagram, as well as PR and influencer activations.

Ray Shaughnessy, Creative Director, said: “We’re mega chuffed to have created such a distinctive UK campaign for Bud Light. We’ve created work that makes it clear that this is a co-ed beer brand having a laugh, because – wait for it – turns out, both men and women enjoy beer as well as enjoy a chuckle.”

During the campaign, penetration rose by 2.5% with the creative crucially converting the target audience, with sales coming from younger and more affluent consumers. In one key retailer, 8% of young adult drinkers became brand champions (up from 6% pre-campaign), with 80% of their spend within the category spent on Bud Light.

The creative achieved combined social views of 28.8m, exceeding all ABI benchmarks for view through rates. Most importantly, the content was met with a 90% positive sentiment score.