Budweiser: King of Fears / Touch
Description
Budweiser introduced the idea of Halloween as an adult party occasion to China. It was piloted in Argentina in 2015 and was part of a 17-country global campaign in 2017 and was the inspiration for a live experience across 9 cities in China. Digital teasers, TVC’s, print, and OOH were created to tie the entire campaign together.
The soundtrack for the video was co-written by Grammy Award-winner Ryan Tedder and American pop-star Kehlani and was Kehlani's official music video for “Touch.”
Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%.
Credits
- Date
- Oct 12, 2017
- Agency :
- Observatory
- Client :
- Budweiser
- Chief Creative Officer :
- Jae Goodman
- Global Executive Creative Director :
- Conan Wang
- Creative Director :
- Stevie Laux
- Creative Executive :
- Joseph Saroufim
- Creative Executive :
- Bianca Pettinichi
- Creative Executive :
- Lingie Park
- Global Account Director :
- Erin Heyns-Stern
- Account Executive :
- Sammy Brennan
- Head of Content Management :
- Jay Brooker
- Content Management Director :
- Erin Sullivan Norwood
- Content Management Executive :
- Judy Krieter
- Business Affairs Executive :
- Audra Brown
- Production :
- PRETTYBIRD
- Director :
- Fleur Fortuné
- Executive Producer :
- Kerstin Emhoff
- Producer :
- Jonathan Wang
- Director of Photography :
- Gosta Reiland
- Editorial :
- Cut+Run
- Editor :
- Sean Fazende
- Producer :
- Emilie Talermo
- Managing Director :
- Michelle Eskin
- Executive Producer :
- Amburr Farls
- VFX :
- NTropic L.A.
- Director of Business Development / EP :
- Michael Bennett
- Executive Producer :
- Michelle Hammond
- Head of Production :
- Ron Moon
- Executive Creative Director :
- Nate Robinson
- Creative Director / Flame :
- Simon Mowbray
- Art Director/ CG :
- James McCarthy
- Producer :
- Kirsten Collabolletta
- Colorist :
- Marshall Plante
- Conform :
- Jerome Knight
- SFX & MIX :
- Barking Owl
- Creative Director/Partner :
- Kelly Bayett
- Business Manager/Partner :
- Justin Bayett
- Producer :
- Ashley Benton
- Sound Designer :
- Morgan Johnson
- Sound Design Assistant :
- Nirana Singh
- Mixer :
- Patrick Navarre
- Mix Assistant :
- Matt Keith
- Vocals :
- Kehlani
- Producer and Writer :
- Ryan Tedder
- Producer and Writer :
- Noel Zancanella
- Producer and Writer :
- Kehlani Parrish
- Producer and Writer :
- Brent Kutzle
- Producer and Writer :
- Jeremy Coleman
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