Craft beer from a brewing superpower sounds like an oxymoron, but all of Budweiser’s 12 master brewers are legit craftsmen. When Bud gave them each an opportunity to show their skills, my agency was tasked with spreading the word across the social ecosystem.
We chose several interest verticals where craftsmanship is revered and created photo essays around influencers important to those interests. From sports to music and entertainment, we created content and released them to communities who cared about it on channels they spent time on. And we linked that to the Project 12 program.
Not only did we successfully engage these communities, but the work got an honorable mention in the ADDY awards.
One photo essay focused on an up-and-coming surfboard shaper.
Another photo essay featured an audio engineer at Moog.
A film set designer was the focus of another photo essay