The Context

The meeting of two trailblazing icons, Budweiser known for their delicious beers and Sir Peter Blake for his art skill, is a partnership that brings together two cultures. We needed to earn awareness of the collaboration through an engaging campaign that drives demand for the product and sparks discussion on the meeting of the King of Beers and Godfather of Pop Art.

The Move

We needed to make the announcement of the collaboration and making art accessible to all and showcasing Budweiser as a key player in popular culture.

The Action

Announcing the collaboration, we raised awareness of people’s chance to own a piece of collectable art, while also launching the world’s first fridge frame, which displayed the limited-edition can as a work of art while keeping the beer cool. This was supported by a supercharged press office and custom assets ahead of the car’s launch in Tesco supermarkets.

In addition, the Fridge Frame was also brought to life for consumers via an interactive experience at London’s Truman Brewery. Complete with museum-appropriate museum security and a white glove service when handling the cans, those visiting had the chance of getting one of ten special hand-signed cans by Sir Peter Blake throughout the weekend.

The Impact

Over 20 pieces of coverage in national, lifestyle and trade titles including The Sunday Times, The Sun, Campaign and art magazine Apollo. With creative activations, custom assets and storytelling, Budweiser sparked conversation across not only the drinks and art world but also wider culture.