Budweiser has always been one of America's most iconic brands but though the years it had picked up some baggage along the way. When tasked with breathing life back in to its brand, We chose to avoid current category trends and drew inspiration from Budweiser's 140 year legacy. Focusing on its soul and heritage channelling its ‘brewed the hard way’ spirit and hand-crafting every detail, we re-established this American icon as The King of Beers.