A little Help from a Bud

By DAVID Miami, Miami, USA

For AB-Inbev Brand Budweiser

Highly Commended in category Advertising

In subcategory Outdoor

WPPED Cream
WPPED Cream
WPPED Cream
Project Description

Budweiser, America’s most iconic beer, is present in almost every bar. That’s why we wanted to turn these spaces into a safer environment for women. To do this, we created a Little Help From A Bud, posters that provided an easy and codified communication between bar staff and female bar patrons in case women fell into any type of situation that might put them in harm’s way. To make sure that these posters were a secret between the bars and women, we needed to place them where men couldn’t see them, the women’s restrooms. The posters encouraged women to ask for a help when they needed it and also instructed the bar owners/staff on how to offer that help. These posters spoke directly to women in a place that only they would see, offering real help that could potentially safe them from dangerous situations.
Agency Solution
We used Budweiser’s distribution network to specifically roll out the “A Little Help From A Bud” posters in cities with the largest dating scenes. To make sure that these posters were a secret between the bars and women, we needed to strategically put them in a place where men wouldn’t see them: women’s restrooms. The posters have instructions that inform women of a secret drink code they could say at the bar that would discreetly notify a staff member that they were feeling unsafe or in danger. The poster was simply a codified communication between bar staff and female bar patrons. To ensure the code remained a secret, we left a space where the bar’s employees could write in a unique code for their bar, meaning no bar would have the same secret order. We turned a simple thing like ordering a drink into a universal call for help.
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