Case Studies

‘Light up the FIFA World Cup’: the thrill of football in Moscow

It was Budweiser's, Football World Cup partner, biggest campaign, which took place this year in Russia.

The 'Light up the FIFA World Cup', an activation organised by Wink for Budweiser, stirred the excitement, euphoria and energy of football and its supporters. The event won the Best B2C Event BEA World award (> 500,000 euros) and the third prize in the Live Entertainment category.

It was an emotional month for millions of football fans. And to amplify the energy of the number one sport in Europe's lovers and to make them brand ambassadors, Budweiser has created the 'Bud Boat', the 'Bud Hotel' and the 'Bud Club', transforming these areas into a kind of base camp for fans, providing great parties and great memories.

Activations featured various visual and technological elements and special effects, and with several original notes such as the creation of a special 'Bud' burger and an anthem accompanied by international dancers.

Watch the video here.


Agency: Wink

Client: Budweiser, Anheuser-Busch InBev

Budget: > € 500,000

Location: Moscow, Russia

BEA World Awards: Best B2C Event (> € 500,000) and 3rd Live Entertainment Award.

Tags: Wink, Budweiser, BEA World