Reviving An Icon

Brief

The world’s biggest beer is inherently linked to popular culture and American culture is inherent in everything that happens in Australia. So with the rise of Americana in Australia, Monster Children Creative was tasked with giving Budweiser a voice in youth culture down under.

The Work

Over six years, Monster Children Creative developed campaigns and activated events that linked to Budweiser’s brand pillars - Live Music, American Sports & Halloween. Whether through its owned live music platform ‘Bud Garage’ or the brand's sponsorship of Laneway Festival, Budweiser doubled down on being the liquid backing live music in Sydney, Melbourne and Brisbane.  Owning Halloween and being the beer of the Super Bowl and the NBA Finals series saw Budweiser become synonymous with three key occasions that only an American classic can own. But perhaps the most iconic and talked about campaign Monster Children Creative developed was the annual street poster hat series, showing that sometimes reviving a classic and giving it a modern twist is as simple and pure an idea needs to be to get people talking about your brand.