Anheuser-Busch
POST MALONE
Despite being the #1 beer in the US, Bud Light, had a problem. Consumers were switching to other mainstream light beers to avoid judgment and potential social backlash. And while we won back football fans all NFL season long, summer and country music festival season introduced another once-in-a-lifetime chance to win back fans…just as a certain Bud Light SUPER FAN had a major announcement to make. So in 2023, we rekindled our partnership with the Grammy-nominated and 9-time diamond-certified global superstar to help usher him into his country music era.
We had the incredible opportunity to help launch 9 time diamond-certified global superstar Post Malone's newest album F-1 Trillion, by putting on an exclusive one-night concert in Nashville. As well as creating an exclusive music video for his song yours.
CREATIVE DIRECTION | BRANDING | TV COMMERCIAL | MERCH DESIGN | EVENT DESIGN | SOCIAL MEDIA
THE branding
We wanted to create a flexible logo system that would fit all of our needs. We have extreme horizontal and vertical uses. Since it's modular, we can easily drop off pieces of the lock-up to shorten it for specific instances.
We also needed to give the proper hierarchy to each element of the complex name. We took inspiration from the Nashville icon, and hatch show print, and used the way they stack type in combination with our brand font to make it feel authentically Nashville.
For the KV wanted to bring in the branding that we created and used this epic portrait of Posty that really encompassed his new country aesthetic.
THE teaser
We launched with an epic cinematic teaser, shot in one early morning in Los Angeles. Here we establish the truck as well as the branded beer kegs as a key element through the campaign. We kept it subtle but also added a few easter eggs including the song played and album release date in the radio.
THE launch
On social we first launched with a collab post, announcing the concert, and the ticket giveaway. We had so much success with the genie bot during the Super Bowl and brought it out again for Posty. To start the journey the user would comment #EasyWishes & #Contest and then the genie bot would message them in and start the entry. This seamless experience garnering 36K Entries & 1st party data capture and an 83% Completion Rate.
THE VENUE
When designing the venue with the team from Salt we wanted to bring in our branding in a natural way. That’s why we code the back of house look of a brewery, with stacks of branded kegs, tied together with bud light blue straps. We also featured blue lights thought the stage.
For the most part we kept the branding on the stage subtle. Most of the heavily branded areas were in the exterior of the venue, the bar and the various photo opp areas
THE concert
We put on an epic concert that had everything that you could ask for. We had guest apprentices by the country music’s biggest stars including Blake Shelton, Hardy, Sierra Ferrell. world live premiers of the new songs. And even new country versions of his hits.
THE music video
We captured the first live performance of his song yours at a night in Nashville concert. There were multiple cameras set up to capture the performance. Creating a truly cinematic experience. We cut this together quickly and the next Friday we released it to the world. Since it was released it amassed 13.7 million views across channels and became a top 25 video on youtube.
THE MERCH
We designed some custom merch specifically for this concert. Playing up his country vibes but also making sure it had a nice nashville touch.
