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Clio Awards 2017

Award Type: Advertising Awards

Bud America Can Line Up

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Industry Beers and Ciders
Media Design & Branding
Market United States
Agency Jones Knowles Ritchie New York
Creative Director Tosh Hall
Copywriter Jen Chandler
Photographer Martin Wonnacott
Released March 2016


Clio Awards 2017
Brand Design Product/Service: Corporate Identity Gold
Brand Design Product/Service: Packaging Gold

Credits & Description

Entrant: Jones Knowles Ritchie, New York
Brand: Budweiser
Corporate Name of Client: AB-InBev
Agency Account Executive: Michael Henein
Agency Account Director: Phil Buhagiar
Agency Account Manager: Josh Griffin
Managing Director: Sara Hyman
Design Company: Jones Knowles Ritchie, New York
Creative Director: Tosh Hall
Design Director: Paul Sieka
Designers: Michael McQuaid/Augustus Cook/Charlotte Jackson
Photographer: Martin Wonnacott
Multimedia: Matthew Coluccio/Justin Sottile
Copywriter: Jen Chandler
Typographer: Ian Brignell
Designer Director: Daniel Darcy
Description of the Project:
Budweiser is America, America is Budweiser. What better way to commemorate the birth of our country this summer, than to literally hold it in your hand.
Replacing the brand name is a bold statement, the only logical option, the name of the mother from which it was born. Throughout the ‘Ameri-can’ design, Budweiser has changed its dress to signal an unwavering ode to the country. A substitution for “The King of Beers” needed to be an equally bold qualifier for America. “E Pluribus Unum” was the solution: “Out of Many, One”, a nod to the states that create our great nation, as well as a comment on Budweiser’s place amongst its competitors. There is only one Bud.
The homage continues in totality, from the US in place of the AB medallion and "The Star Spangled Banner” lyrics encircling the creed, to the ‘Indivisible Since 1776’ - the born on date of our land. This summer truly, you can hold America in your hands.
America, This Bud’s for You.
For summer 2016, Budweiser tasked us with bringing the brand out of the Americana Museum and into the hands of young beer drinkers during the biggest selling period of the year - Summer.