Budweiser Qualuminum

Budweiser Qualuminum

Qualuminum was the first ABI social campaign ever to generate positive ad ROI, despite having low media spend and the lowest engagement rate of any Budweiser campaign in 2014. Initially the campaign was considered a flop, but ultimately the results proved otherwise: 12% product sales lift and 5% Budweiser brand sales lift for all impressions. The few people we hit actually went and bought beer.

But the biggest effect wasn't the campaign itself, it was the effect the campaign had internally at ABI. Despite killing the look and a good deal of the copy elsewhere in OOH and print, the clients liked the look so much that they started applying it to their internal documents. Suddenly the new designs weren't so off-brand anymore. Lines like "Brewed the Hard Way" and "The Official Beer of Beer" that died initially came back to life, emboldening the brand to launch Budweiser's new anti-craft tone. Even the story we pitched to sell the Qualuminum campaign ended up redefining how ABI saw their target: Budweiser is for the man who knows what he wants. 

Qualuminum yielded record sales results for Budweiser, but more importantly it was a turning point for the brand. We took a campaign that was roundly rejected for ABL, and found a place on social it could live.  There it was able to do enough to actually change the way the brand approved ABL work. The work that has followed draws heavily on elements of the campaign we kept alive exclusively on social. The breakout results gave the client the confidence to boldly move toward a destination, rather than away from one. Since Qualuminum, Budweiser has sold out their entire stock at a major distributor twice. The last time a distributor sold out of Budweiser was over 25 years ago.

Track Your Bud App

Budweiser is the kind of brand that's been around for so long that people forgot how it got here. The short answer is, the beer is good. No seriously, it's good beer. Made by the most skilled brewmasters in the business, with the best ingredients in the world. Bud is so serious about it that they take their beers back if they're been on shelves for 90 days. That's why they started printing "Born on dates" on each beer originally, but Anomaly saw the born on dates as a way to tell a deeper story. 

You see, every born on date tells you when your Bud was made, where it came from, and who made it. Truth is, most anytime you drink a Bud you're drinking a beer that was made less than 50 miles away from you. So we made a game of it. We shot 17 breweries, 12 in the US and 5 in Canada. For the US shoot, we shot all 12 breweries simultaneously, managing sets in up to 5 different states at any given time. We made the story of the Budweiser in your hand an accessible tale.

The project itself was massive: making Track Your Bud sites, making the app, making all the advertising for the sites and the app. What we ended up with was unlike anything they had done before, an unprecedented look behind the scenes held in a modern and slick interface. A lot of people look at me like I'm crazy when I say this but, if you actually go and track a bud, you will find out so much shit you didn't know about Budweiser (and beer in general) that you just might realize that Budweiser really is one of the best beers in the world.

Track Your Bud was recognized by FWA.com for Mobile of the Day, on March 21st 2012. To date over 100,000 Buds have been tracked nationwide.

GFS Typeface + Randomalizer Software

The GFS gives a small group of teens 4 years to write, develop, produce, edit, and premiere a film of their own creation. They're given a real budget (generally 40k a film in investment), real tools, and are expected to create a quality product. There are very real expectations, very real financial risk , and real trust. Every year the GFS releases films that rival and often eclipse the senior projects of major film programs nationwide. They focus on the basics, and they get great results.

We were inspired by how the GFS process started simple to become something much bigger. So we created a logo, typeface, and overall graphic identity inspired by one of the most humble building blocks of film: Gaffer's tape. 

We wanted to emphasize those fundamental steps but also suggest personal touch, the way different individuals take the same steps. So we made typeface that could be randomized. 

The Ghetto Film School Identity Design was recognized by the ADC Young Guns 9 Awards.

Panera Cinemagraphs

Panera Cinemagraphs

In all honesty, cinemagraphs are no big thing. But until they're everywhere, I'll be proud that we brought them to Panera. No more looking at static product images on social. Surprise: It doesn't take much to make an emotional connection between viewer and food. 

Creative Direction: Keiji Ando, Luke Behrends
Art Direction: Isaac Weeber
Copywriter: Heather Brodie

Panera Cinemagraphs

Panera Cinemagraphs

In all honesty, cinemagraphs are no big thing. But until they're everywhere, I'll be proud that we brought them to Panera. No more looking at static product images on social. Surprise: It doesn't take much to make an emotional connection between viewer and food. 

Creative Direction: Keiji Ando, Luke Behrends
Art Direction: Isaac Weeber
Copywriter: Heather Brodie

Panera Cinemagraphs

Panera Cinemagraphs

In all honesty, cinemagraphs are no big thing. But until they're everywhere, I'll be proud that we brought them to Panera. No more looking at static product images on social. Surprise: It doesn't take much to make an emotional connection between viewer and food. 

Creative Direction: Keiji Ando, Luke Behrends
Art Direction: Isaac Weeber
Copywriter: Heather Brodie

Panera Superfans

Panera Superfans

Panera is BELOVED by its fans. So, as any responsible brand would, they decided to give back to their adoring supporters. Panera found several outlandishly fervent supporters and asked us to think of something great to give them. We kept it simple, but substantial: we designed and produced a limited-edition surprise-and-delight cutting board complete with a special Panera Super Fans gift card. Who wouldn't love that?

 

Creative Director: Keiji Ando
Art Director: Bec Pond
Copywriter: Simon Philion