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Steven Cymbler
Copywriter • Creative
Budweiser X World Cup '22
Fan parks, spaces, and hubs play an integral, inspiring role in the biggest sports events on the planet. Our challenge ahead of the Qatar 2022 World Cup was to create the name and design for a new destination sports bar in one of the first contact points for arriving fans, Doha International Airport.
Workshop • Naming • Branding • Design • Messaging
The brand had previously ventured into the realms of a 'destination' bar and wanted to move away from its edgy X to a more inclusive and authentic football-themed name.
We scrutinised the brand's backstory for relevant words to create a range of new names. We did what no one had done in the brand's history, use a word core to the very Anheuser-Busch's famous beechwood ageing process. By adding the S to Beechwood, we flipped the original meaning and positioning to create a destination in its own right.
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