Creativity

Budweiser's 'Tagwords' wins Print and Publishing Grand Prix at Cannes

Campaign by Africa uses internet search to lead people to iconic brand moments

By Megan Graham and Alexandra Jardine. Published on Jun 19, 2018

Editor's Pick

AB InBev's Budweiser and Brazilian agency Africa won the Grand Prix for Print and Publishing for "Tagwords," a campaign that encourages people to Google different images of its place in musical history throughout the years.

Tagwords leverages the ubiquity of Google search by replacing a billboard image with a search phrase. Viewers who followed the instructions found historical images of musicians enjoying (or wasting) Budweiser--images that it would have been expensive or impossible to get permission to use for the out-of-home campaign.

Kate Stanners, chairwoman and global chief creative officer at Saatchi & Saatchi and jury president said "When you look at it, it's beautiful, it's simple but then it takes you somewhere else."

Original story:

Budweiser is hoping to pique the interest of music fans in Brazil in an outdoor campaign that encourages people to Google different images of its place in musical history throughout the years.

The campaign, by Brazilian agency Africa, consists of billboards which give people instructions to use internet search terms that will take them straight to historical images of musical scenes where people are holding Bud cans or bottles.

For example, "1969 musicians sessions Budweiser" will take them to images of the Rolling Stones' Mick Jagger and Keith Richards holding cans of Bud, or "1987 California hip-hop Budweiser" will lead them to photos of the Beastie Boys' Adam Horovitz on stage spraying the crowd with a can of beer.

It's both a clever way of getting around copyright and celebrity endorsement issues and engaging people with the brand and its musical history.

The OOH ads have been running in Brazil since April near music venues and festivals, and in bars and pubs, and the campaign will continue to the end of this year.

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Credits

Date
Jun 08, 2018
Client:
Budweiser
Agency:
Africa
Chief Creative Officer:
Sergio Gordilho
Creative Director:
Matias Menendez
Creative Director:
Sergio Gordilho
Creative:
Felipe Ribeiro
Creative:
Rafael Quintal
Creative:
Rodrigo Sganzerla
Special Projects:
Monique Lima
Special Projects:
Juliana Leite
Special Projects:
Juliana Mendonca
Special Projects:
Julia Newman
Special Projects:
Isabela Levy
Client Services:
Carolina Boccia
Client Services:
Bruna Alonso
Client Services:
Rafael Nogueira
Client Services:
Mariana Marcao
Project Manager:
Carolina Mader
Media:
Luiz Fernando Vieira
Media:
Rodrigo Famelli
Media:
Tony Arbex
Media:
Bruna Morano
Media:
Leonardo Araujo
Planning:
Rodrigo Maroni
Planning:
Aldo Pini
Planning:
Vitor Amos
Planning:
Larissa Perroni
Planning:
Isabella Ayub
Planning:
Glaucia Guerra
Planning:
Milena Vieira
Print Production:
Carla Lustosa
Print Production:
Fernanda Badan
Print Production:
Dirceu Aquino
Art Buyer:
Carmen Castillo
Production Company:
Landia
Director:
Aline Lata
Executive Producer:
Sebastian Hall
Executive Producer:
Carol Dantas
Post Production Coordinator:
Elton Bronzeli
Production:
Andre Mortara
Director, Photography:
Erico Toscano
Editing:
Diego Merulla
Editing:
Cadu Silveira
Color Grading:
Marla Color Grading
Sound Design:
Evil Twin
Music Production:
Andre Faria
Music Production:
Murilo Faria
Technology/Digital Production:
Webcore

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