Budweiser - Dwayne Wade
Category: Earned Media
In his last season, Dwayne Wade had been swapping jerseys with players from other teams.We realized there was an opportunity to do this same jersey swap with people whose lives he had changed. Instead of showing the impact he made on the court (as sports advertisements typically do), we flipped the script and showed the impact he made off the court. We created a piece of long-form content demonstrating that he was not just a legendary athlete – he was bigger than basketball. We also brought this tribute through the line, with an e-commerce and on-premise promo where consumers received $3 specials on Budweiser (the same number Dwayne Wade has on his jersey).