Forget cardboard circles – Budweiser is raising the bar (pun intended) with their innovative campaign in Brazil. They’ve transformed the humble bar coaster into a stage for up-and-coming musicians, creating limited-edition playable vinyl coasters!
This ingenious campaign, masterminded by Wieden+Kennedy São Paulo, shines a spotlight on the vibrant underground music scene in Brazil. These coasters, roughly the size of their traditional counterparts, are no mere drink rests; they’re mini vinyl records featuring the tracks of nine talented rappers: Aori, Kamau, Stefanie, Estudante, Monna Brutal & MCharles, Negra Rê, Akira, and Zudizilla.
“Underground artists hustle for every inch of space,” say Alexandre Giampaoli and Humberto Cunha, Creative Directors at W+K. “Budweiser has tons of underutilized media spaces, and coasters are a prime example. Plus, vinyl is booming, so we transformed a bar staple into a mini-stage – thousands of them across the country!”
But the brilliance doesn’t stop there. These coasters cater to both digital and analog music lovers. Pop them on your turntable and enjoy the sounds, or for those without one, a Spotify code on the coaster unlocks the music digitally.
This campaign is a win-win. Budweiser gets major creative points for supporting the music scene, and music fans get a chance to discover fresh talent while enjoying their favorite beverage. It’s a coaster that keeps on giving!
Looking for a unique way to discover new music? Head to a participating bar in São Paulo or Curitiba and see if you snag a Budweiser vinyl coaster!
Budweiser Vinyl Coaster
AGENCY: Wieden+Kennedy
PROJECT NAME: Vinyl Coaster
CLIENT: Anheuser-Busch Inc.
PRODUCT: Budweiser
Comments
