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Budweiser | Made in America
Budweiser wanted to connect with a more current, more diverse generation through music. So my team and I gave them Made in America — an annual festival in Philadelphia, with founding headliners JAY Z and Pearl Jam. Made in America, celebrates all of us making it in this country, in our own ways, as a generation as distinct as our taste in music.
We poured our hearts into every detail — from crafting the initial idea and campaign, to creating the MiA brand (including a limited-edition Budweiser bottle), to coordinating with artists, even to just designing the tickets. Our little “never-gonna-happen” idea was running successfully for over a decade.
But this wasn't just about the festival (wiki).
Director Ron Howardcreated a Showtime documentary out of it.
And it even received praise fromPresident Barack Obama.
TV
Directed by Cary Fukunaga and premiered during the opening ceremonies of the 2012 Olympics.
Guest of honor
President Obama joined us.
SHOWTIME DOCUMENTARY
Ron Howard was inspired to collaborate on a Made in America documentary for Showtime — featuring JAY Z, Eddie Vedder, RUN-D.M.C., Skrillex, Rita Ora, more artists, and Philadelphia locals. Watch it on Showtime now.
THE "Made in..." EVENTS
We put on over a dozen local Budweiser "Made in New York / Chicago / Dallas / Denver / Phoenix / San Francisco /..." mini festivals, promoted only through social channels. Each included local food vendors, a local host, and of course, local bands.
PRINT
We wanted to show off the line-up reminiscent of concert posters, placed in Rolling Stone.
DIGITAL DOCU-SERIES
Behind-the-scenes and interview series for JAY Z's Life+Times channel. We spoke with select artists and bands about their music, their roots, and what 'making it in America' means to them. Here's one with The Hives: