Campaign details

Brand: Budweiser Canada
Advertiser: Labatt Breweries of Canada
Lead agency: Anomaly

Effie awards category context

This case demonstrates how an incredible amount of pressure produced a bigger, brighter idea that changed the fortunes for Budweiser long-term.

Hockey is Canada's biggest drinking occasion, and when Budweiser was faced with the loss of a national hockey sponsorship to its rival, 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.

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