Background:

Covid-19. Pandemic. George Floyd. Black Lives Matter. Massage parlor shooting. And Asian hate. Budweiser, known as an American beer, is experiencing a hit to its brand image due to the gloomy national atmosphere.

Insight:

Amidst these times, more than anything, Americans need allies with whom they can empathize, support, and fight together. Right now, we have discovered a friend, Bud, within Budweiser.

Idea:

Through the Be a Bud campaign, we will create a community and conduct fundraising to be able to provide assistance, helping the United States become united once again.