Budweiser - Messi 644

Category: Creative Execution


In 2020 Lionel Messi, widely regarded as one of the greatest football players of all time added another record to his extraordinary resume when he scored his 644th goal for FC Barcelona. When it happened, Budweiser was ready to celebrate in a way that stood out from the competition: by focusing on the players who stood in his way and respect him the most: the 160 goalkeepers he scored against. We partnered with GITEC and the Salisbury Brewery to produce 644 custom Budweisers, one for each of the 644 goals, and then worked with global logistics to send each of the bottles to the goalkeeper it was scored against (30 countries within 48 hours of the record being broken) as a way for them to uniquely toast Messi’s achievement and mark their special place in football history.

Brand: Budweiser
Lead Agency: COPA90, draftLine EU, Deutsch, JKR​
Zone: GHQ
Country: GHQ

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