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BUSCH LIGHT
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ONE TREE PLANTED
EVENT BACKGROUND: Participated in Robertson Rally, a 72-hour strategic sprint organized by the Ad Club at VCU. My team members and I transformed a client brief into a creative brief. We collaborated with the Martin Agency to create work for Busch Light and their partnership with One Tree Planted.
A beer that's a major player in ABinBev portfolio that exists to instill midwestern values. The brand tone is modest, present, uncomplicated, and has a sense of humor. They represent the rugged outdoors, mountain streams, and feeling part of a community.
A non-profit environmental tree planting charity that plants trees in countries around the world. With every dollar donated, One Tree Planted plants one tree making it simple for anyone to help the environment.
Busch Light is committed to bringing the great outdoors to
everyone. How can Busch Light use One Tree Planted to
drive authenticity and demonstrate this commitment?
THE ASK
THE PROBLEM
Not everyone has access to the idyllic version of the outdoors that Busch Light has represented for years.
TARGET
Urban dwellers with an appreciation for the great outdoors, but a lack of access to the idyllic version that Busch Light showcases.
INSIGHT
The great outdoors feels like its a world away.
THOUGHT STARTERS
TRUTH
Busch Light has a 30-year history that's grounded in their love for the great outdoors.
STRATEGY
Redefine "the great outdoors" to get urban dwellers excited about experiencing it in their communities by donating specifically to the Urban Forestry Project.
THOUGHT STARTERS
Limited edition can that features outdoor areas in each city that One Tree Planted is working in. Qr code on packaging that showcases local green areas to sit back and enjoy a Busch
WORK CREATED BY: Audrey Longstaff, Odessa Bless, Megan Munyak and Eb Fox
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