Budweiser
Made In America

The Challenge

Budweiser is an American icon with a long heritage, but the brand wasn’t connecting with Millennials. In fact, only 1 in 3 Americans between the ages of 21 and 27 had ever tasted Budweiser. To usher in a new generation – and redefine the brand for Millennials – Translation needed to change the perception of Budweiser and drive trial.

The Idea

Play

We created the “Made In America” music festival – a yearly, nationwide, multimedia event that celebrates the diverse cultures and perspectives of Millennials through music and pop culture.

The Work

“Made In America” kicked off with a partnership that brought Budweiser together with another American icon – Jay-Z, who served as our partner, curator, and brand ambassador. His involvement punctuated our movement. It made young people stop and listen, and demonstrated Budweiser’s commitment to connecting with Millennials.

Translation created a launch film called “Makers of Tomorrow” that focused on the themes of curiosity, expression, and togetherness – while exploring what it means to make it in America today.

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  • The massive concert dominated Labor Day Weekend. It was the first time anyone had seen such a diverse mix of genres and cultures – reflecting the broad diversity and creativity of the country itself. We broke norms and broadened horizons: in one night, fans could experience acts ranging from Drake to Pearl Jam to Jill Scott to Run DMC.

  • The massive concert dominated Labor Day Weekend. It was the first time anyone had seen such a diverse mix of genres and cultures – reflecting the broad diversity and creativity of the country itself. We broke norms and broadened horizons: in one night, fans could experience acts ranging from Drake to Pearl Jam to Jill Scott to Run DMC.

  • The massive concert dominated Labor Day Weekend. It was the first time anyone had seen such a diverse mix of genres and cultures – reflecting the broad diversity and creativity of the country itself. We broke norms and broadened horizons: in one night, fans could experience acts ranging from Drake to Pearl Jam to Jill Scott to Run DMC.

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  • Not only was the festival a great way to allow Millennials to experience the brand in a new way, but it also served as the largest Budweiser sampling event the world had ever seen.

  • Not only was the festival a great way to allow Millennials to experience the brand in a new way, but it also served as the largest Budweiser sampling event the world had ever seen.

  • Not only was the festival a great way to allow Millennials to experience the brand in a new way, but it also served as the largest Budweiser sampling event the world had ever seen.

  • Not only was the festival a great way to allow Millennials to experience the brand in a new way, but it also served as the largest Budweiser sampling event the world had ever seen.

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  • In the first year, 90K fans attended, with over 1.3MM people watching online – but that was only the start. We made an even bigger splash in year 2 – with attendance topping 110K and livestreams reaching 2.5MM.

  • In the first year, 90K fans attended, with over 1.3MM people watching online – but that was only the start. We made an even bigger splash in year 2 – with attendance topping 110K and livestreams reaching 2.5MM.

  • In the first year, 90K fans attended, with over 1.3MM people watching online – but that was only the start. We made an even bigger splash in year 2 – with attendance topping 110K and livestreams reaching 2.5MM.

  • In the first year, 90K fans attended, with over 1.3MM people watching online – but that was only the start. We made an even bigger splash in year 2 – with attendance topping 110K and livestreams reaching 2.5MM.

  • In the first year, 90K fans attended, with over 1.3MM people watching online – but that was only the start. We made an even bigger splash in year 2 – with attendance topping 110K and livestreams reaching 2.5MM.

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  • Our message of freedom, creativity, and opportunity was breaking through. President Obama got in on the action to intro the concert, and Ron Howard was inspired to direct his first documentary about Jay-Z’s involvement in “Made In America.”

  • Our message of freedom, creativity, and opportunity was breaking through. President Obama got in on the action to intro the concert, and Ron Howard was inspired to direct his first documentary about Jay-Z’s involvement in “Made In America.”

The Impact

“Made In America” didn’t just unlock a new generation of Budweiser drinkers – it redefined what it meant to be an American icon. The festival continues to be a must-see event each year, and has since grown on a global scale – spreading and revitalizing the real-deal American pride Budweiser stands for.

90,000

Festival attendees on two coasts

1.3 MM

Livestreams (160% above goal)

1.3 MM

New Facebook Fans

+2 Billion

PR Impressions

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

Get in
touch
212.299.5505

New York
145 West 45th Street
12th Floor
New York, NY 10036

San Francisco
2360 3rd Street
San Francisco, CA 91407