Budweiser’s global brand platform is “Greatness Is Yours to Take.” We help young people find the conviction to chase their dreams. A key part of that initiative includes a $150M+ AB InBev commitment to support gender equality.

As a brand that believes greatness is yours to take, Budweiser knew it had to take action when the BRITs announced all male nominees for the new “best artist” category. 

So Budweiser transformed its most visible OOH site in London into an actual stage, putting female and non-binary artists in front of the biggest, most influential names in music. The concert was broadcast on social media and around the world, and even at the BRITs, using Bud’s ad space at the O2 Arena. 

The result for Bud? 

Social views for Budweiser rose +1,300%, while social conversation and impressions grew 102% and 125%, respectively. 

The impact for up-and-coming artists?

But most importantly, the artist partners got the exposure they deserved, even resulting in a record deal for one of our artists, Mychelle, with Kobalt Music.

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