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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)

The work

Broke Boys (South Africa)

Model standing in a photography studio with professional lighting equipment on both sides, wearing casual attire including a red cap and grey jacket.
Group of friends smiling together outdoors during sunset.

OCD Cleaners (USA)

Person sorting through a large pile of clothes in a wooden-ceilinged room, wearing a yellow shirt and cap, with sunlight streaming through an overhead window.
Man holding a Budweiser beer bottle with a visible red label, wearing rings, outdoor casual setting.

REDIC (China)

Two people smiling and socialising at a bar, close-up of one holding a beer bottle.
Artist painting on canvas in a vibrant studio filled with colourful artworks and sculptures.

Louis III (UK)

Person singing into a microphone in a recording studio, wearing headphones and a floral jacket.
Group of people smiling and gathered around a laptop, enjoying a collaborative session at a casual gathering.

Mars 89 (Japan)

A Budweiser bottle on a table with colourful lights and a DJ equipment in the background, creating a vibrant nightlife atmosphere.
A person standing alone on a walkway at dusk, with a cityscape featuring modern buildings and a glowing streetlamp in the background.

ATMOS (USA & Japan)


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pushjapan

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Amiga Pictures

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ellisfox

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Ricardo Afonso

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LONG/DIVISION's avatar

LONG/DIVISION

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Chris Logan Harley's avatar

Chris Logan Harley

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