Brewed twice as long as other beers, the Budweiser Magnum is the best-tasting beer in the market. To launch the newest Bud on the block, we put the product truth in the limelight. Put simply, the Magnum is Aged Twice.
I worked on the campaign articulation and the resulting extensions across ATL and point-of-sale.
Budweiser made the Magnum with the eclectic spirit-drinker in mind, aiming to replace their wines with pints. We chose to highlight the craftsmanship and the aspect of time that set the beer apart. We found an apt metaphor in a large kinetic machine—created in collaboration with Mumbai-based artist Naatesan—that represented the 21-day journey of every batch.
As for the machine, it graces today the atrium at Budweiser’s Bengaluru headquarters.
The campaign’s visual language was drawn directly from the Magnum’s elegant packaging. Even the film was set to a fitting soundtrack: Gold on the Ceiling by the Black Keys.