Budweiser is an unapologetic brand that doesn’t care if you like them. Their drinkers are excited by the unknown and welcome an adventure. They needed a global signature event in music that tied a unique, iconic party to the brand’s renegade image.
OFF THE RECORD caters to the fearless music crusader - it’s a truly off the record party with no phones and more importantly…no evidence. The environment invites fans to release inhibitions and enjoy the music and occasion completely. In turn - artists are able to premier new tracks without the fear of digital leaks.
Developed OFF THE RECORD's platform positioning, visual identity, tiered activation details and an experiential toolkit.
OFF THE RECORD caters to the fearless music crusader - it’s a truly off the record party with no phones and more importantly…no evidence. The environment invites fans to release inhibitions and enjoy the music and occasion completely. In turn - artists are able to premier new tracks without the fear of digital leaks.
Developed OFF THE RECORD's platform positioning, visual identity, tiered activation details and an experiential toolkit.
Agency // Live Nation
Client // Budwesier
Pitch Project // 2017 Global campaign
Art Direction / Juliana Gutowski
Creative Director / Rich Santiago, Steve Raggiani
Client // Budwesier
Pitch Project // 2017 Global campaign
Art Direction / Juliana Gutowski
Creative Director / Rich Santiago, Steve Raggiani
