Bud Light puts soccer players' faces on its boxes so fans can wear them

Move over, cardboard cutouts—the beer brand has a new way for you to celebrate sports in campaign from W+K London

Published On
May 13, 2021

Editor's Pick

During the pandemic, sports events have had to resort to "cardboard fans" to recreate supporters in stadiums. But now that live sport is coming back, there's another kind of cardboard fan: the Box Heads.

For the forthcoming Euros soccer tournament,  Bud Light, an official sponsor of the England men's team, has created special boxes for its of 12 and 20 packs featuring larger-than-life-size faces of England players Jordan Pickford, Kyle Walker and Kieran Trippier. They'll be available online and at stores nationwide.

The idea is for fans to wear the empty boxes on their heads to celebrate and support the team during the tournament, whether in-person or at home. The Euros, which were delayed from 2020, are taking place across several European cities with some spectators allowed, with the final expected to be at London's Wembley Stadium.

The campaign is by Wieden & Kennedy London and includes a TV ad featuring the players and the boxes, as well as social, digital and outdoor elements and retail activity. "We're super excited to see what the public makes of it all," W&K Creative Director Paddy Treacy commented. "Drink the beer. Wear the box. Support the team. It's that easy."

Minor complaint: the boxes don't have eye holes, so we're wondering how fans can support their teams when they can't even see them.

Bud LightBu


May 13, 2021
Client :
Bud Light
Agency :
Wieden & Kennedy-London
Client :
Rowan Chidgey
Client :
Matt Leadbeater
Client :
Lourenco Arriaga
Client :
Martina Isella
Client :
Client :
Amar Singh
Client :
Aina Fuller
Creative Director :
Paddy Treacy
Creative Director :
Mark Shanley
Creatives :
Joe Bruce
Creatives :
Albert Pukies
Creatives :
Jake Attree
Creatives :
Matt Callaby
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Group Account Director :
Matt Owen
Account Director :
Lara Wahab
Account Director :
Amy Kilty
Account Manager :
Oliver Mitchell
Account Manager :
Abi Divine
Planning Director :
Brian Ritter
Comms Planning :
Martin Bassot
Producer :
Sylvie Edwards
Producer :
Iona Patterson
Producer :
Michelle Brough
Producer :
Dom Felton
Design Director :
Aaron Skipper
Lead Designer :
Ben Arfur
Lead Designer :
Jonny Isaacson
Motion Graphics :
Jon Harris
Studio Artworker :
David Brodie
Business Affairs :
Alex Coomer
Business Affairs :
Helena Tomas
Production Company :
Private Island
Director :
Chris Boyle
Executive Producer / Managing Director :
Helen Power
Production Company Producer :
Eleri Evans
Production Manager :
Eolande Diaz
Director of Photography :
Matthew Fox
Production Designer :
Chris Lowe
Costume Designer :
Steven Spencer
Editorial Company :
Private Island
Editor :
Andreas Geroghiou
Edit Assistant :
Paul Clements
Edit Producer :
Áine O’Donnell
VFX Company :
Private Island
VFX Head of Production :
Helen Power
VFX Producer :
Áine O’Donnell
VFX Supervisor :
David Post
Colorist :
Denny Cooper
Sound Company :
Sound Designer :
Jake Ashwell
Sound Designer :
Sam Ashwell
Sound Producer :
Martin Critchley
Music Company :
Twenty Below Music
Music Supervisor / Producer :
Emily Pritchard

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