BUDWEISER
DWAYNE WADE JERSEY SWAP
2018 CCO

We turned a classic "four-campaigns-per-year" marketer into a culturally relevant juggernaut. We did this by not making ads, but instead making ourselves relevant within culture. We found our stride by celebrating moments of greatness and "raising a bud" to them. So when Dwyane Wade was set to retire, we knew we needed to raise a bud to him in the only way Budweiser could. (Warning, grab a tissue.)