AB InBev – Budweiser

Benoit Garbe, Chief Marketing Officer
Kyle Norrington, Chief Commercial Officer
Daniel Blake, Group VP of Marketing
Kristina Punwani, Head of Marketing
Veronica Sperry, Director of Communications
Leah Saccoccio, Digital Brand Manager

FCB New York *Lead Agency

Michael Aimette, Co-Chief Creative Officer
Gabriel Schmitt, Co-Chief Creative Officer
Danilo Boer, EVP, Global Creative Partner
Alexandre Abrantes, Group Creative Director
Sy-Jenq Cheng, Head of Art & Design
Daniel Grech, Creative Director, Art
Laszlo Szloboda, Creative Director, Copy
Thomas Mori, Creative Director/Design
David Green, Associate Creative Director, Copy
Lara Polovina, Sr. Art Director
Nick Williams, Head of Production
Peter Feldman, Executive Producer
Janice Katz, Director, Business Affairs
Diana Cash, SVP, Group Account Director
Sean Kittredge, Management Supervisor
Matthew Hamburg, Assistant Account Executive
Abby Kiefer, Sr. Project Manager
Lilly Sessions, Associate Project Manager
Todd Sussman, Chief Strategy Officer
Jamie Rutherford, Strategy Director
Michael Schonfeld, Sr. Strategic Planner

A52

Andy McKenna, Creative Director
Andres Barrios, VFX Supervisor
Kim Christensen, Executive Producer
Patrick Nugent, Executive Producer

Biscuit Filmworks

Lalou Dammond, Director
Joaquin Baca-Asay, Director
Shawn Lacy, Partner/Managing Director
Jordana Freydberg, Executive Producer
Sean Moody, Head of Production

Rock, Paper, Scissors

Ted Guard, Editor
Justin Kumpata, Executive Producer
Eve Kornblum, Managing Director

CO3

Tim Masick, Colorist

Budweiser’s sales had been declining for years. We needed to expand beyond our core audience — older, White beer drinkers — to build toward long-term growth. So, we recruited two high-value audience segments: multicultural and 25- to 34-year-old drinkers. At the Super Bowl, we relaunched “This Bud’s For You” — our iconic 1980s brand platform — to prove that they’re exactly the Americans whom Bud is for: determined, resilient hard workers. The results? An average of +3.88% consideration and +1% purchase intent with both segments, and +17.1% 25-to-34-year-olds recruited.