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Budweiser Tells its Long Life Story with NBA On and Off the Courts

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Official NBA broadcast in Brazil, Ambev’s brand and Africa highlights how basketball culture goes beyond the game and is part of culture, fashion and music

Budweiser Tells its Long Life Story with NBA On and Off the Courts

“Bud is more than a sponsor. Bud is part of history.” Like in every sport, fans of basketball are always there for their teams in every important moment, especially during NBA season. The same applies to Budweiser, a brand that for a long time has been playing this role and proving to be much more than an official supporter of the league. After taking a step further on this long-time partnership and becoming the league's official broadcast in Brazil, the King of Beers is celebrating its connection to NBA by showing everything that has been built over the years, not just on the court, but mostly outside of it. 

Conceived by ad agency Africa and directed by Vellas, from Saigon, Bud’s new campaign reinforces the message of a brand that has outgrown its sponsor role. More than that, it has kept its pace with the cultural transformations promoted by the influence of basketball in several fields once going beyond the courts and reaching the streets, such as fashion and music. 

The piece entitled 'Scoreboard' tells the story of this long-term partnership between Bud and NBA by showing how in every important moment of the league, the brand was there, in the hands of players that became idols and idols that became fans.

Budweiser is a long-time NBA partner and this year became the league's official broadcast in Brazil, in a media partnership to connect and interact directly with fans and basketball stakeholders. All this to democratise innovative content, strengthen people's relationship with the sport and make access to matches easier.

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Title: Scoreboard


Agency: Africa

Client: AMBEV

Product: Budweiser

CCO: Sergio Gordilho

ECD: Matias Menendez

Creative Team: Erico Braga / Nicholas Bergantin / Rodrigo Adam / Fernando Marar / Rodrigo Barbosa / Marcelo Bruzzesi / Cortez Pereira

COO: Carolina Boccia

Client Services: Heloisa Pupim / Francine Pellacani / Karen Pardo / Juliana Pastori / Ana Andrade / Gabriela Medina

Planning: Aldo Pini / Quentin Mahe / Weslley Gagliano

Media: Aga Porada / Luciana Prado / Victor Berto / Mariana Falcao / Samuel Teles / Amanda Santana / Bruno Gregorut / Luis Pili

Agency Producers: Rodrigo Ferrari / Tais Olhiara / Eduardo Machado


Production Company: Saigon Filmes

Director: Vellas

Executive Producers: Marcelo Altschuler / Carol Pessini

Director of Photography: Pierre Kerchove

Production Co./Client Services: Fernanda Gomes, Rafael Costa, Karin Diniz

Production Coordinator: Katiucia Soares, Jucilene Almeida, Haiane Basilio

Film Art Director: Marcelo Reginato

Assistant Directors: Flavio Lanfredi, Luciana Camargo

Creative Assistant: Amanda Flora

Production Director: Reinaldo Faria

Costume Designer: Marina Vieira

Casting Producer: Flavia Cocozza, Jaqueline Tedoro

Location Producer: Kleber Pereira

Objects Producer: Tatiana Coelho

Producer: Patricia Nagaoka

Production Assistant: Ronder Willian

Art Producer: Carlos Alberto Castilho

Make/Hair: Fabiana Mizukami (Mima), Sidney Silva de Paulo

Effects: Shiyozi Izuno Filho

Editing: Rami D’Aguiar

Post-producer: Fabio Abreu

Post-production Coordinator: Virginia Fares

Color Grading: Bleach Filmes - Sergio Pasqualino

Post-production Company: NASH Production


Sound Design: Satelite Audio

Sound Producers: Kito Siqueira / Roberto Coelho / Hurso Ambrifi / Mike Vlcek / Thiago Colli / Charly Coombes / Koitty / Helton Oliveira

Sound Design/Client Services: Fernanda Costa / Carol Araujo / Renata Schincariol

Sound Post-production: Carla Cornea / Ian Sierra / Renan Marques

Voice Over: Ericho


Client Approval: Daniel Wakswaser / Bruna Buas / Alice Alcantara / Carolina Caracas

Genres: Storytelling

Categories: Beers, Alcoholic Beverages

Africa, Fri, 16 Jul 2021 19:04:22 GMT