In recognition of the National Moment of Remembrance on Memorial Day, Budweiser and VaynerMedia shut down all 12 breweries in the U.S. for a minute yesterday to observe the moment of silence.

Nationally, 3 p.m. on Memorial Day signifies the National Moment of Remembrance, a moment of observation enacted by Congress to honor members of the military who have fallen. In recognition, Budweiser shut down all 12 flagship breweries across the U.S. to observe a one-minute moment of silence.

In place of traditional advertising, Budweiser designed a series of experiences to give Americans a moment of silence to reflect on military sacrifice. This campaign was amplified across radio, print, TV, social and online video.

Budweiser is donating $1 on every case of limited-edition Discovery Reserve American Red Lager to benefit FoldsofHonor.org, whose mission is to provide scholarships to spouses and children of America’s fallen and disabled service-members. AB employs more than 1,500 military veterans across the country.