Welcome back Wales

Role: Creative director, scriptwriter, copywriter & art direction.

64 years. That’s how long it had been since Wales last qualified for the World Cup. Budweiser wanted them to celebrate their return in style.

So we invited World Cup legend Cafu to raise a Bud to their 2022 return… in Welsh of course!

Cymru went Cafu crazy, driving Budweiser to a 22% sales lift in Wales.

Created at Draftline Ab-InBev

  • Dominated the conversation during the first-ever Welsh-language World Cup press conference.

  • Our Welsh-language ad aired exclusively on Welsh-language broadcaster S4C.

  • £3.1M earned media with a £0 PR budget.

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Campaign Results

$35k budget | $3.1M earned media | $0 PR spend | 4M+ social impressions | 22% sales uplift

“Behave global and act local, a great tribute to how to make Budweiser part of local culture! Well deserved results & awesome work resulting in 22% sales lift and $3.1M earned media with only a $35k budget.”

Frederic Vandersmissen; Budweiser Head of Marketing EU

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