The Billboard Is Yours to Take

FCB New York

Brand: Budweiser

Year: 2023

Budweiser’s brand motto is “greatness is yours to take.”

Keeping this motto true, we turned a billboard into a concert stage to help champion undiscovered female and non-binary artists when the BRIT Awards’ gender-neutral category nominated only men.

By giving these artists the opportunity that the BRITs denied them, Budweiser turned a billboard into a stage and invited them to take it.

We invited the UK’s top record executives with personally targeted messages and extended our live audience by broadcasting on social, including at the BRIT Awards themselves.

That exposure reached 260M+ listeners globally and even led to one of Budweiser’s artists getting a record deal and releasing a single with Kobalt Music, the music publishing company for Paul McCartney and The Weeknd.