Labatt Breweries of Canada

Jorn Socquet, VP of Marketing USA
Kyle Norrington, Budweiser VP Marketing, Global Brand
Todd Allen, VP Marketing Labatt Breweries of Canada
Andrew Oosterhuis, Budweiser Marketing Director

Anomaly *Lead Agency

Pete Breton, Executive Creative Director
Dave Douglass, Executive Creative Director
Brent Rivard, Managing Director of Global ABI Brands
Dion Aralihalli, Managing Director
Candace Borland, Managing Director
Matt Holton, Account Director

Mosaic

Universal McCann

Veritas Communications

Hockey is Canada’s biggest drinking occasion, and when Budweiser was faced with the loss of the National Hockey League (NHL) sponsorship to its rival, Molson Canadian, we had to change the game, literally. We chose to think like a fan and uncovered an idea that would change the way Canadians experience hockey. Budweiser created the first goal-synched light, the Budweiser Red Light. The light has manifested in many forms, including a Zeppelin, pint glasses, and goal-synced advertising, all catapulting Budweiser to #1 share and +6.7 pts vs Molson Canadian.