Bud Light - Cardboard Fan

Category: Creative Execution


To celebrate the long-awaited and uncertain return of NFL in 2020, Bud Light leaned into the most “2020” of all sports trends: Cardboard Fans. The brand personified a Cardboard Giants Fan on an epic journey to get some Bud Light. Because even Cardboard Fans know sports aren’t the same without Bud Light. We took over an entire commercial break to air the 2-minute story of our Cardboard Fan (twice!). After the spot premiered in Sunday football on 10/18, the Giants broke their losing streak and won for the first time that season, turning their luck around. Fans rallied around their new mascot, the Cardboard Fan, and the Giants had some fun placing the Cardboard Fan in unexpected places around MetLife stadium, proving that Bud Light brings the fun even in a season with no live fans.

Brand: Bud Light
Lead Agency: wieden+kennedy, 160/90
Zone: NAZ
Country: US

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