In time for Labor Day, Budweiser salutes American workers with a brand new can design.
The “Raise a Bud” campaign, created in partnership with Upwork, pays tribute to the American workforce with personalized packaging featuring the names of hard-working Americans as well as new design.
The campaign idea and packaging design were conceived out of London-based Deuce Studio. It's the first work to come out of the new Upwork CoLab brand-partnership program, an initiative from the workforce platform that connects businesses with freelance talents.
Participants in “Raise a Bud” can name individuals to be featured on the new cans by sharing their pictures and stories on Instagram with the hashtags “#RaiseABud” and #Contest” and tagging @BudweiserUSA. Ten finalists’ names will feature on the custom-made vessels. Budweiser will also select one winner, who will receive three months of wages from the brand.
“These unique Labor Day cans represent the immense respect and admiration Budweiser has for workers in America,” said Marisa Seigel, head of Marketing for Budweiser at Anheuser-Busch, in a statement. “As we gather around the country to celebrate this weekend, we wanted to do the same by recognizing many of their contributions. The team at Deuce really impressed us with their interpretation of our brief and these designs demonstrate a new take for Bud around Labor Day celebrations. Our collaboration with Upwork helps us bring a fresh perspective to a popular drinking holiday where many are gathering over a beer with family and friends.”