BUDWEISER PRESENTS:
THE GREAT AMERICAN RELAY
SCAD PROJECT
THE CAMPAIGN
The goal of Budweiser's Great American Relay campaign was to create an experiential event catered towards Gen Z and millennials of all different backgrounds in the United States. The campaign would kick off in Budweiser's home city of St. Louis, where chosen 'bottle runners' would begin passing a special golden Budweiser bottle off to the next participant until it travels back to its starting point. The bottle would pass through significant cities and national parks, while highlighting various cultural and community aspects that are significant to each checkpoint. There are no rules to the means of transportation for the bottle, with the most creative transportation being voted 'best in show' and having the bragging rights of kicking the event off in their home city the next year.
LOGO & BOTTLE DESIGN
I designed a logo for our campaign by taking Budweiser's current logo and pulling in a golden overlay to tie into our campaign. After the logo was finished, I modeled a beer bottle in Cinema 4D, and overlayed the logo as a texture.
PRINT ADS
To further enhance our campaign, my team created copy and chose dynamic images to serve as our poster print ads.
SOCIAL MEDIA
Fans would have the opportunity to follow the golden bottle's journey across the United States on social media, and would be encouraged to sign up to participate in the event the next year themselves.
