Agency LUCKY GENERALS Creatives BEN+KEN Director CHRIS FAITH 
Director of Photography OLLY WIGGINS     

Budweiser has sponsored the FIFA World Cup since 1986, and in 2018 they gave fans something to cheer about: a noise-activated Budweiser pint glass. Our brief was to bring this to life around the world, and to celebrate the euphoric energy of the tournament.

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We created noise-activated Budweiser vending machines that reward football fans with a free Bud if they ‘Cheer for Beer’ to prove their passion. We put fans to the test in London, Rio and Seoul by placing the vending machines in places that are usually quiet.