Agency: FCB New York
Client: AB InBev, Budweiser

The BRIT Awards are the biggest music awards show in the UK. Every year, the BRITs crown the year’s standout artists. In a progressive move toward inclusivity, this year, the BRITs announced that they would no longer have separate male and female “best artist” categories. Instead, they would just have one combined, gender-neutral category for “best artist.” Just one problem. In its inaugural year, all of the nominees for the newly created “best artist” category were male. As a brand that believes greatness is yours to take, Budweiser felt that female and nonbinary artists were unjustly not being given the spotlight that their talent deserved.So we gave them the opportunity that the BRITs denied them. We turned a Budweiser billboard into a stage that reached the biggest names in music, even landing one of our artists a record deal.