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Dream On

Dream On | Abinbev | Mosaic
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 酒精饮料
媒体:影视
风格: Minimalism
说明cnen
Synopsis
Budweiser and Jay-Z began their partnership in early 2012 with the co-creation of a shared music festival called Budweiser Made in America. Over the 5 year relationship, the partnership traditionally stayed in the music space, but based on the political climate in America, there was a need to go beyond. In the summer of 2017, Budweiser and Jay-Z set out to remind American audiences of the thing that binds us together: The American Dream. To reinvigorate the American Dream, Budweiser had a choice: to tell our story (again) or to communicate authentically through an individual living the Dream every day. That’s why Budweiser enlisted the talents of hip-hop icon, Jay-Z, to share a story that would inspire belief and action. While Budweiser and Roc Nation have been collaborators for years, we pushed the partnership further than ever before, tapping their Founder and CEO to write an original composition.
Strategy
Target: Primary: Multicultural M/F 21-35 Secondary: M/F 21-35 + Fans of Jay-Z Approach: Connect Budweiser’s belief in hard work and the American Dream (the beer was founded by a 1st generation German immigrant) to a new audience, using a modern storyteller and a relevant context. Absent of artist appearances or product placement, Dream.On. was purposefully designed to allow our audience to hear words that lifted and inspired. We wanted Budweiser to become the beer of action, so we enlisting the help of a cultural icon to share a story of action, and the ambition required to realize his own American dream.
Outcome
DREAM ON earned record-setting VTR rates at 45% meaning that nearly half the people who started with pre-roll, watched the full 1:30 (highest in brand history). 365,000,000 impressions earned 211 earned media stories 5,078,855 views 5,340 unique mentions on social, resulting in a wave of responses where fans stated their dreams and their plans to take action. • Dustin Clotiaux: “I dream of getting my small business off the ground, making something my kids can be proud of. Giving them an option I never had.” Artists took the spoken word verses and mixed them into song, perpetuating the message themselves. Fader: JAY-Z and Budweiser join forces to celebrate those who make the most of their freedom. BET: Decorated with memories of the rapper's past, we are given a taste of what motivated Hov to dream beyond his Brooklyn borders. + Complex, Pitchfork, Noisey, Spin, Hypebeast, Esquire, Rolling Stone, Forbes
Execution
The piece launched with an exclusive to the Tidal community, later shared across Budwesiers Youtube, Twitter, and Facebook channels, sparking open and wide conversation. The piece was also supported by a strong PR push, resulting in 211 earned stories across all top music and culture publications, with high editorial engagement. In truly unanticipated fashion, a number of independent artists began to the take the lyrics, remixing them into their own songs, crediting both Jay-Z and the brand for the message, turning a brand land thought into a people-lead action. Aug 29th – Tidal Launch Aug 30th – Social Launch across Budweiser Facebook, Twitter, and Youtube Sep 3rd – Dream.On. Plays on stage as part of Jay-Z’s performance at Budweiser Made in America music Festival
CampaignDescription
In DREAM. ON. Budweiser and Jay-Z proudly partnered to re-invigorate the American Dream, with a new voice, enlisting the help of the hip-hop icon to craft the first-ever piece of spoken-word poetry scripted by the artist. The piece took fans where they had never gone before, Jay’s childhood home, the place where his dream was born.using his story as an example of what one can become with ambition and determination. With a humble beginning in the Marcy Projects of Brooklyn, NY, Jay’s story illuminated a shared set of values and reminded viewers that destiny, and the new American Dream, resides in their hands – something we have known since 1876.
制作信息
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奖项
戛纳国际创意节 2018
入围 社交与影响力
Sponsorship & Brand Partnership
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