Budweiser: Blessed by Sir Geoff Hurst
One 1966 legend. One iconic shirt. 12 million limited edition cans.
Activist Agency
REQUIREMENT
Budweiser has been the Official Beer of England for over a decade. As the sponsors, they want to help fans celebrate with a bang: with limited edition, bespoke ‘Home’ cans if England wins the Euros.
But to get celebratory Home cans onto supermarket shelves in time, they have to produce them in advance – meaning they risk wasting millions of cans and litres of beer if England doesn’t win.
But to get celebratory Home cans onto supermarket shelves in time, they have to produce them in advance – meaning they risk wasting millions of cans and litres of beer if England doesn’t win.
REsponse
We transformed the Home can from a celebration of success into a rally cry for victory, as a way to support the England team throughout the tournament.
Teaming up with Sir Geoff Hurst, the last living legend of the 1966 World Cup final, we inscribed the cans with the message ‘Let’s Bring it Home’ – meaning that throughout the tournament, every can in every hand became a talisman for greatness. This solution ensured that we didn’t risk wasting any aluminium cans – or more importantly, beer.
Our cinematic TV spot, directed by Marcus Söderland at Academy Films, debuted at Wembley Stadium in front of 80,000 fans during England’s last friendly match, where Sir Geoff was interviewed on the pitch about the campaign.
When England reached the Semi finals, we then launched a petition with Sir Geoff calling on His Majesty to grant a #BudBankHoliday if England won the Euros to help the nation celebrate.
Teaming up with Sir Geoff Hurst, the last living legend of the 1966 World Cup final, we inscribed the cans with the message ‘Let’s Bring it Home’ – meaning that throughout the tournament, every can in every hand became a talisman for greatness. This solution ensured that we didn’t risk wasting any aluminium cans – or more importantly, beer.
Our cinematic TV spot, directed by Marcus Söderland at Academy Films, debuted at Wembley Stadium in front of 80,000 fans during England’s last friendly match, where Sir Geoff was interviewed on the pitch about the campaign.
When England reached the Semi finals, we then launched a petition with Sir Geoff calling on His Majesty to grant a #BudBankHoliday if England won the Euros to help the nation celebrate.
results
12 million special edition Home cans, 0 cans wasted
1.42 billion editorial reach
58 pieces of coverage including The Sun front page, Sky Sports TV interview, Mail Online, The Telegraph, Evening Standard, Heart Radio, LBC, The Mirror, SPORTBible, GOAL, PRWeek, Campaign
6th top-performing ad of Euro 2024 (measured by System1)
One of The Drum’s ‘best Euro 2024 ads’
“A spiritual campaign that will give all English fans goosebumps” – Creative Salon
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