Bud Light

The idea was to sustain and evolve the extremely successful concept of the Bud Light Institute, and continue to demonstrate that it will go to any length to help guys be guys.
The strategy was to integrate a wide range of media in order to make the Bud Light Institute become real.
In TV and radio, that meant continuing to scheme up new ways for guys to evade their responsibilities.
In "building wraps," it meant making people believe that the Bud Light Institute was physically becoming a reality. In newspaper, it meant a search for a CEO and an appointment notice once he was found.
As a result, Bud Light share has almost doubled again this year. And yes, we’re already sweating over how to repeat our success for a third time next year.

Bud Light
QuickTime 5 Movie

Bud Light Bud Light

| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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