** Merit Winner for the 2021 Young Ones Competition Brief **
Budweiser struggles to recruit Millennial beer drinkers due to its stereotype as a "Dad's Beer."
Like Bud, Millennials often fight against stereotypes and labels placed on them. Budweiser
can recruit Millennials by empowering them to label themselves and share those labels on
CONCEPT: You have the power to label yourself.
WEB ANTHEM VIDEO
TITLE: Don’t Label Me.
TRT: 45 secs
Empowering video for the website showcasing confident Millennials
The blank cans and markers allow people to express themselves and show the world
who they are.
Social Media will grow the momentum of the Don’t Label Me campaign.
DontLabel.US is a website where people share their designed cans. Visitors to the site vote for their favorite cans and the winning design will be sold as future packaging.
~ Web anthem video
~ User-submitted can gallery
~ Pop-up bar finder
Traveling pop-up bar, The Blank Label brings people together to celebrate individuality. Bud drinkers, young and old, will gather to connect over their labels. Local artists will be invited to live sketch on cans and display them on the top floor of the bar as an art gallery.