LIA Awards 2017

Award Type: Advertising Awards

2 Bay Club Drive Suite 3J Bayside, NY 11360 UNITED STATES

Phone: +1 718 747 6747


Entry Deadline:  14th August
Winners and Finalists Announced:  1st November


Network of the Year: BBDO

Health & Pharma Network of the Year: McCann Health

Agency of the Year: McCann New York

Health & Wellness Agency of the Year: McCann Health India, Delhi

Pharmaceutical Agency of the Year: McCann Health India, Delhi

Production Company of the Year: AIRBAG

Post-Production Company of the Year: The Mill

Music & Sound Company of the Year: Factory


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Industry Beers and Ciders
Media Film
Market United States
Agency Creative Artists Agency
Production Prettybird
Director Fleur Fortuné
Released November 2016


LIA Awards 2017
Music Video Cinematography Bronze Winner

Credits & Description

Entrant: Caa Marketing, Los Angeles
Brand: Kehlani
Client: Budweiser
Agency: CAA Marketing, Los Angeles
Production Company: PRETTYBIRD, Culver City
Director: Fleur Fortuné
VFX Company: Ntropic, Los Angeles
Colour Company: Ntropic, Los Angeles
Colourist: Marshall Plante
Editing Facility: Cut & Run, Santa Monica
Editor: Sean Fazende
Sound Design Company: Barking Owl, Los Angeles
Sound Designer: Morgan Johnson
Sound Mixer: Patrick Navarre
Music Producer: Ryan Tedder
Performer: Kehlani
We helped Budweiser identify Halloween as an ownable global occasion with the potential to reverse the traditional October beer sales decline. Our task was to create a movement among consumers to claim Halloween as a time to dress up, go on bar crawls with friends, and drink beer. By driving sales and building brand equity, we would make Budweiser Halloween’s undisputed “King of Beers.” To accomplish this, we created a music video that celebrates the individuality and self-expression of Halloween while seeding two new Budweiser rituals: an iconic mask modeled after the Budweiser Clydesdale, and a beverage that celebrates the occasion - a red beer known as "Bloodweiser."
The unbranded music video follows Halloween revelers from dusk until dawn. Bloodweiser acts as the catalyst that drives people to wear the horse mask gather with friends, and summon a mythical creature; a half man/half horse known as the “King of Fears” - a metaphor for the emergence of one’s true self. The soundtrack for the video was written by American pop-star Kehlani (known for her haunting music style) and Grammy Award-winner Ryan Tedder (frontman of OneRepublic). The music video permeated popular culture and served as the inspiration for a live experience that launched across China, Chile, and Russia. Digital teasers, TVC’s, print, and OOH tied the entire campaign together.