Shining a light on Budweiser’s new marketing campaigns and initiatives

The Background:

To excite and engage the wholesaler audience attending Anheuser-Busch’s InBev’s annual sales and marketing conference, SAMCOM, we produced a dynamic, hour-long presentation including eight high-energy videos to shine a light on Budweiser’s new marketing initiatives and campaigns.

Using Content Strategy and Design to Tell a Vibrant Story:

When it came to the Budweiser content strategy, a A distinct presentation design approach was developed with consideration for the presentation environment, hierarchy of messaging, and alignment with the brand’s personality. A strategic use of graphics, animation and video ensured the speaker’s talking points were enhanced and punctuated in an engaging way.

To develop the presentation graphics, we tracked and leveraged hundreds of existing assets, in addition to inventing and designing new visualizations, in order to best support the speaker's storytelling—all while maintaining cohesion and brand voice. Presentation content included bold campaign imagery, eye-catching packaging shots, punchy typography, animated graphs and stats, and integration of PIPs and IMAG of the speaker, resulting in a content rich attendee experience. Speaker content reviews, as well as offline and onsite rehearsals facilitated by Sparks ensured content was aligned with messaging and graphic cues were seamless. Sparks has become an expert on speaking Budweiser’s brand language across every facet of the event, extending the Budweiser content strategy and development to also encompass motion/animation styling, lighting choreography, and hierarchy recommendations that align with the audience's priorities.

In developing the video content, our team created a strategy and treatment for each video based on the brand’s brief, bringing to life the key messaging as part of the production process with storyboards, scripting and soundtrack selection. We produced a dynamic opening video sizzle to hype up the audience, while bold product and packaging videos showcased Budweiser launches for the upcoming year. Finally, to communicate the fine detail of the brand’s new visual identity, as part of the Budweiser content strategy, we created a video animation highlighting its evolution.

A product video shoot supported the launch of the Nitro Reserve Gold Lager, capturing the key attributes of the liquid, the ritual associated with the brew and the new pack designs. To showcase the wave-like effect of the Nitro Gold pour in a glass, filming took place in a studio-setting with multiple cameras and a robotic arm, capturing the details of the liquid and packaging. The sizzle video needed to get wholesalers excited to order large quantities of the new product and help launch it with a bang.

All presentation and video content were adapted for future brand communication needs on the small screen.

Key Highlights:

  • Custom content development for brand presentations at SAMCOM
  • Content strategy
  • Content management and production
  • Design of presentation slides, including graphics and animations for the large screen
  • Product and sizzle videos storyboarding, scripting, filming, editing and production
  • Opening videos developed for the presentation live environment