Phase 1: Strategic OOH ad placement in premium shopping districts, target “those with taste". We’re challenging traditional blue-collar male-centric beer marketing by celebrating a refined, modern female audience that appreciates a quality beer.

Busch x Levis

Busch City

PHASE 1 | Ticket Giveaway

Five cans of Busch beer wrapped in denim styles resembling jeans, with the Seattle skyline and Space Needle in the background.

PHASE 2 | Busch City

An outdoor concert at Busch City with a large crowd seated in front of a stage under a modern open-air structure at sunset.

An outdoor concert at Busch City with a large crowd seated in front of a stage under a modern open-air structure at sunset.

A large crowd of people gathered outdoors at sunset, sitting on blankets and enjoying a festival with string lights and a stage featuring a "Busch City" sign and a fire pit.

Live music performance at Busch City with a singer and guitarists on stage, large digital signs saying "Welcome to Busch City."

A promotional article about a limited-edition Busch beer pack in collaboration with Levi's, featuring a concert scene at night with a man holding a guitar, and Busch beer cans and packaging in the foreground.

PHASE 3 | Merch Pop-Up

The team:

AD: Noa Elfassy, Rebecca Vanular CW: Silas LeBlanc

More work...