Budweiser: King of Fears / Touch

Published On
Oct 12, 2017


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%.


Oct 12, 2017
Agency :
Client :
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 :
Director :
Fleur Fortuné
Executive Producer :
Kerstin Emhoff
Producer :
Jonathan Wang
Director of Photography :
Gosta Reiland
Editorial :
Editor :
Sean Fazende
Producer :
Emilie Talermo
Managing Director :
Michelle Eskin
Executive Producer :
Amburr Farls
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
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 :
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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