Whatever Happens Integrated Campaign

Background

Bud Light was going through a bit of an identity crisis. The brand had been slowly falling out of cultural relevance, especially with young consumers aged 21 to 30. The goal was to put Bud Light back in the forefront of pop culture. A fresh start from the ground up was needed. A new voice and, more important, a new buzz-worthy campaign that activated young people, piqued their curiosity, and showed them, by example, what it means to be "up for whatever."