Today, Budweiser has officially launched its “Rise As One” campaign, developed by Anomaly, to promote its sponsorship of the 2014 FIFA World Cup. The basis of the campaign is a “fully integrated, global content series” centered around the the theme of honoring “the moments that unite football fans worldwide.”
Highlighting the campaign is the new spot “Believe As One,” which made its digital debut today and will air internationally as anticipation for the World Cup continues to grow. The new spot, filmed in black and white by director Garth Davis “to truly highlight the passion and pride for the sport that unites fans around the world, irrespective of the team they support” stokes anticipation of the FIFA World Cup 2014 Brazil by showing the almost religious fervor fans across the globe bring to the game. The 60-second spot concludes with a group triumphantly raising their beers, followed by the “Rise As One” tagline.
“Football is unique in its ability to unite fans all over the globe and its unifying power is never more evident than when the world comes together during the FIFA World Cup,” Andrew Sneyd, Budweiser global VP, explains in a statement. “Through the ‘Rise As One‘ campaign and our new spot ‘Believe As One,’ Budweiser showcases the passion and building anticipation shared by fans and players the world over.”
In addition to the new spot, the folks at VICE (who are everywhere these days) are getting in on the action, partnering with Anomaly and Budweiser to launch “Budweiser Heroes,” which showcases “the real-life stories of individuals who have made a significant impact in their community and how their love of football transformed the lives of everyday people.” Beginning today, Budweiser is calling on fans to submit their own “Budweiser Heroes” stories. Budweiser and Vice will also be creating a series of digital shorts to serve as inspiration for the program. A few chosen winners will receive an all-expenses paid trip to the 2014 FIFA World Cup Brazil, tickets to a football match and a three-day stay at the Budweiser Hotel in Rio de Janeiro.” You can learn more about the “Rise As One” campaign at the official website, and stick around for credits after the jump.
FOUNDING PARTNER AND GLOBAL CREATIVE DIRECTOR Richard Mulder
EXECUTIVE CREATIVE DIRECTOR Eric Segal
SENIOR ART DIRECTOR Adrian Chan
SENIOR COPYWRITER Doug Hamilton
AGENCY PRODUCER Brad Powell
HEAD OF MUSIC PRODUCTION Stephen Campbell
GLOBAL PLANNING DIRECTOR Laura Rowan
COMMUNICATIONS DIRECTOR Dominic Poynter
ACCOUNT LEAD Danielle Palmer
DIRECTOR Garth Davis
PRODUCTION COMPANY Reset