Budweiser's responsible drinking campaign spotlights people arrested during Halloween

Ads by David warn drinkers: ‘Don’t let Halloween haunt you forever’

Published On
Oct 23, 2019

Editor's Pick

When Ameneh was arrested for public intoxication on Halloween four years ago, she probably did not expect that her mistake would earn her a spot in a beer ad. But today, she is prominently featured in Budweiser’s new responsible drinking campaign.

The effort, from David Miami, shows mugshots of what appear to be people arrested in Halloween costumes, with the tagline “Don’t let Halloween haunt you forever. Drink Wiser.” Digital and out-of-home ads are running in New York City, Philadelphia and Chicago, cities that have high rates of drinking-related arrests on Halloween, according to a Budweiser spokesman.

The photos displayed in the campaign are not real mugshots, but the people featured in the campaign were actually arrested on or around Halloween, according to Budweiser. “Ameneh K”—her full last name is not given—was arrested on Oct. 31, 2015. In her recreated mug shot, she appears in a clown costume with a sullen expression.

Budweiser and David put out a casting call for people who were arrested during Halloween, according to a Bud spokesman. Then they cross-checked the candidates with public records and recreated their mugshots with cooperation from those arrested. One person—identified as “Sharyn W.” and wearing a cat costume—was arrested way back in 1991. 

The Bud spokesman confirmed that those starring in the campaign were not wearing costumes when arrested. But the ads achieve the desired effect, which is to grab attention, because they look like actual mug shots. 

“Halloween is a chance to escape reality by dressing up in costume for the night. The untold story however is that this escapism can go too far when people forget to drink responsibly,” Monica Rustgi, VP-marketing for Budweiser, said in a statement. “That’s why we worked with real people who were arrested on Halloween to remind others to drink and act responsibly this holiday.”

Credits

Date
Oct 23, 2019
Client:
Budweiser
Agency:
David-Miami
Global CCO & Partner:
Pancho Cassis
Global COO:
Sylvia Panico
Group ECD:
Tony Kalathara
Group Creative Director:
Danny Alvarez
Group Creative Director:
Fernando Pellizzaro
Group Creative Director:
Jason Wolske
Group Creative Director:
Jean Zamprogno
Associate Creative Director:
Curtis Caja
Sr. Art Director:
Aaron Willard
Sr. Copywriter:
Dan Flora
Sr. Copywriter:
Jaime Villalva
Jr. Copywriter:
Jared Schermer
Creative Resource Coordinator:
Luisa Candido
Planning Director:
Jon Carlaw
Associate Planning Director:
Matias Candia
Planner:
Anastasia Lara
Head of Account Management:
Carmen Rodriguez
Group Account Director:
Gabriella Fabbro
Account Management Supervisor:
Monique Beauchamp
Account Supervisor:
Carolina Foster
Head of Global Production:
Veronica Beach
Senior Producer:
Ally Churchwell
Senior Producer:
Renata Neumann
Producer:
Marina Rodrigues
Associate Producer:
Brenda Osorno
Production Coordinator:
Tomas Diego
Freelance Researcher:
Giovanna Righini
Sr. Business Affairs Manager:
Barbara Karalis
US Chief Marketing Officer:
Marcel Marcondes
Group Vice President Core & Value:
Ricardo Marques
Vice President Marketing:
Monica Rustgi
Senior Brand Director:
Madison Pietrowski
Senior Brand Manager Digital:
Marni Hamberg
Senior Media Manager:
Scott Decker
Director Communications:
Eddie Moye
Still Production:
Candela
Photographer & Retoucher:
Mauricio Candela
Producer:
Michelle Jayme
Production Coordinator:
Grecia Quintero
Production Designer:
Jorge Zelada
HMU/Styling:
Angela Fisher
HMU/Styling:
Katerina Forkin
Mechanicals:
Andrew Dixon
Street Activation:
Merge Studios
Founder:
Julien Diaz
Head of Production:
Ari Gonzalez
Photographer:
Daniel Zuliani
PR Agency:
3pm Agency
Network:
McCann World Group
Holding Company:
IPG
Media Agency:
Dentsu
Network:
Dentsu Aegis Network
Social Media Agency:
Social Code
Holding Company:
The Graham Holdings Company

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