BUDWEISER “EDM EFFECT”
THE CORE PIECE OF ENTERTAINMENT CONTENT AT THE CENTER OF A 26-MARKET 360-CAMPAIGN FOR BUDWEISER CHINA.
A bottle of beer and an electronic dance tune set off a viral dance craze that spreads worldwide. The music video stars Hong Kong superstar singer-actor, Eason Chan, with one of his famous tunes remixed as an EDM dance track by Dutch DJ Don Diablo.
The EDM Effect is an audio-visual metaphor for the way Budweiser and EDM inspire people to unleash their true selves. Set to an EDM remix of Chinese pop superstar Eason Chan's song, "Love is Suspicion," the music video features Eason and DJ Don Diablo kicking off a joyful, contagious dance craze that spreads to all of China and throughout the world.
The EDM Effect was the core piece of entertainment content that sat at the center of a 360-degree campaign, which included TV, cinema pre-roll, packaging, signature events, and premium activations, as well as metro, billboard, and mega-LED OOH in 26 markets. The music video was also the jumping-off point for a Weibo activation that spread the featured dance in real life and on social.
The choreography is by Ian Eastwood
ROLE
Associate Producer
CLIENT
Budweiser
AGENCY
Creative Artists Agency
TEAM
EP: Chris Totushek
CD: Stevie Laux
Brand Director: Erin Heyns-Stern