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Budweiser X World Cup '22
Our experience in the sporting environment includes producing content for the Australia Olympics 2000 (e-Telegraph), London Olympics 2012 (design and creative pitch), and the 2010 FIFA World Cup in Brazil (groundbreaking Nike Global digital campaign, The Chance). Our challenge was to create, name, position and design a sports bar brand in one of the most popular first contact points for fans attending the FIFA World Cup in Qatar 2022, Doha International Airport.
Workshop : Naming: Branding : Messaging : Art direction
The brand had previously ventured into the realms of a 'destination' bar and wanted to move away from its edgy X to a more all inclusive and authentic sport and football space.
We scrutinised the brand's backstory for relevant words to create a range of new names. And in true wordsmith fashion, 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. A sports bar is born.
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