When Budweiser’s responsible drinking campaign, GIVE A DAMN, no longer fit the brand, they asked us to create a new one.

Our answer was simple: DRINK WISER. 

The idea wow-ed the clients so much, they approved it within days so it could run in the Super Bowl the following month. It now runs on all televised NBA and MLB games, in stadiums, at music festivals, on t-shirts and coasters and napkins and in Lyft cars. 

Here are some ways it’s coming to life on TV, social and on-premise. And, the idea write-up that ultimately sold what would become one of my favorite projects to-date.