A person in a graphic t-shirt standing in a creative workspace, with colourful skateboard designs and assorted tools on a wooden workbench.

Uncovering and producing stories about emerging subcultures across the globe.

Client: BudweiserCreators: pushjapan, Amiga Pictures, ellisfox, Ricardo Afonso, LONG/DIVISION, Chris Logan Harley

The challenge

Anheuser-Busch InBev and its in-house agency, draftLine, needed to source stories and produce unique films about inspirational people within emerging subcultures across the globe for Budweiser.

The campaign was designed to inspire audiences to chase their dreams, using a fresh, clean aesthetic for use across YouTube, Facebook and Instagram.

The approach

Budweiser released one brief to the Genero creative network for multiple productions, receiving pitches from creatives in over 35 different countries.

Focusing on themes of renewability, music entrepreneurship, street fashion, and community empowerment, the brand has commissioned films in Shanghai, Los Angeles, Japan, Cape Town and London – with an average turnaround of one month. Each creator was able to highlight a unique and authentic point of view from their part of the world through the films and suites of photography assets, which were also provided for each production.

A similar project focusing on Budweiser’s collaboration with global streetwear brand, Atmos, was also commissioned, with production taking place in both Philadelphia and Tokyo.

The results

"It’s often hard to find quality talent anywhere you want in the world but with Genero I never have any doubt that a brief we issue won’t be solved by an expert member of their network. Their solution helps us access any location and crew on the planet from the comfort of our London offices.”
Josh Clarke - Global Content Strategist, Budweiser (AB InBev)