OVERVIEW

Budweiser took over the city of Philadelphia in this 8-week pilot program called "Philly Heavy." Derived from the term "Bud Heavy," we used OOH, digital, social, activations and swag to show why Budweiser is proud to be poured in Philly. By the end of the program, people all over the city were asking us where they could buy our swag. I was even offered $50 for the Philly Heavy hat I was wearing.

We teamed up with local Philly influencers to host Budweiser flash rounds in bars around the city where we gave out free Buds and Philly Heavy swag. Our OOH took over local train stations and transit stops, and we started seeing our stickers around town as well.

We sponsored four mural kegs, each one designed by a local Philly artist. The kegs were functional and people were free to enjoy Bud straight from the tap of our installation. We also hosted Eagles watch parties at The Fillmore where Philly artists performed wearing our swag.