At Cannes this year, the "Tagwords" campaign for Budweiser by Brazilian agency Africa won the Grand Prix for Print and Publishing for "Tagwords," for encouraging people to Google different images of its place in musical history throughout the years. Viewers who followed the instructions found historical images of musicians enjoying Budweiser.
Swedish brewery Norrlands Guld -- which recently imprinted tweets in beer -- decided two can play at that game. The day after Bud's Cannes win, agency Akestam Holst simply bought AdWords that popped up when people went searching for the phrases highlighted in Budweiser's campaign. The hijacking ads then pop up at the top of the search, telling people to put down their phone and try a Norrlands Guild, preferably in a Swedish bar together with their friends.