Bud Light: Boxheads

An American beer sponsors the English football team. The Euros are coming up so they need to get the nation behind the team, and have the chance to play with their packaging. The agency tell them to put the players’ faces on them so that people can put them on their heads once empty.

This was stupid. But that’s what made it clever. Boxheads were seen everywhere from The Guardian to SoccerAM. It all went perfectly. Until England lost in the final on pens to Italy.

My role: Comms Planning Director