Bud Light Multicultural Campaign

Project Ask:

Design a multicultural campaign for Bud Light designed to reach Angelenos through community outreach.

What We Delivered:

Partnering with legendary LA photographer and director Estevan Oriol the ID team identified the community of East LA as a mecca for grassroots boxing with many legendary boxing gyms and fighters originating from the area. The teams put together an initiative with Bud Light to refurbish gym locations in these underserved communities while creating a content series profiling these locations and fighters. The campaign deployment was tied to the Cinco De Mayo holiday and mega-fight which a special event was held to showcase the series and host all campaign participants.