Budweiser Magnum
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The all-new Budweiser Magnum is the best-tasting beer in the market. It is, after all, brewed twice as long as other beers – other, lesser beers. It also looks drop-dead stunning, thanks to its resplendent black-and-gold packaging. So when the brewing giants approached us for the launch of Budweiser Magnum, we knew we had a unique opportunity on our hands: it is not every day you get to show how science becomes art.
What makes craft so essential also makes it elusive. The painstaking pursuit of it is virtually invisible. So we knew there had to be a way to symbolise the arduous process, one that would inextricably marry the beer to the idea of brilliant craft.
Thus the Machine was born. For our campaign, both film and BTL, we decided to create a custom Machine, replete with gears and levers and funnels and tubes, that would stand in as a metaphor for the elaborate journey it takes to make the Magnum. This also led us to an articulation that would form the base of much of the campaign: Brilliance isn’t born. It’s brewed.
Agency : Animal
Creative Direction : Kunel Gaur / Sharon Borgoyary
Art Direction : Sugandha Kharya / Pranay Patwardhan
Copywriter : Prakhar Khandelwal
Account Manager : Shruti Aggarwal
Production house : Studio Fry
Director : Devang Singh Thukral
DoP : Anuj Samtani
Music : Black Keys ~ 'Gold on the ceiling'
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