Insight: The younger generation as individuals have felt overshadowed by the pandemic and are looking for new ways to connect with their friends and family.

IDEA: Beer brings people together.

The younger generation of beer drinkers views Budweiser as a “dad’s beer,” so my partner, Sara Malvey, and I developed a campaign to get young trendy beer drinkers to see Budweiser as a way to connect by allowing Budweiser to be their messenger.