How do you target beer drinkers when your TV budget is smaller than your competitor’s radio budget? 

If you can't outspend them, then you have to outthink them. Namely, a 360 degree plan behind the idea of "Drinking with a World of Friends." In the case of the TV, we used stock video instead of a shoot and created two versions of one of the spots for similar but unique messages. (If you wish our current politics was in a better state, then be sure to watch spot #3, Politcal Parties.)

The campaign included cable TV spots, a faux passport drop in NY, Chicago and LA to share drinking traditions around the world, along with events in these markets at sports bars during the World Cup.