HONOURING EVERYDAY HEROES FOR LABOR DAY
Deuce Studio partnered with Budweiser to develop the creative campaign and limited-edition packaging for the 2021 #RaiseABud Labour Day campaign, celebrating everyday American workers through personalised commemorative cans.
Challenge
Budweiser wanted to create a Labour Day campaign that genuinely celebrated everyday workers while reinforcing the brand's values of authenticity, heritage and community. The campaign needed to encourage public participation and create an emotional connection with consumers.
Solution
Deuce Studio designed a bespoke limited-edition can inspired by the history of Labour Day, featuring personalised winner names, custom typography and heritage-inspired illustrations. The agency also developed the supporting campaign identity and digital experience to bring the stories of the nominated workers to life.
Results
The campaign generated widespread engagement through consumer nominations, celebrated ten everyday heroes with personalised Budweiser cans, strengthened Budweiser's connection with its audience, and received industry recognition, including a Bronze award at the Dieline Awards.
“At Budweiser, a big part of what we do is to champion American spirit and ordinary people doing extraordinary things. We feel the campaign Deuce delivered does exactly that. We were really happy with the way Deuce handled every part of the project and delivered a campaign that hit all of our deliverables and objectives.”
Jake Vizek, Senior Brand Director, Budweiser
