Hmm. After viewing some of the Translation-created work for a new 85-country Budweiser campaign which features Rihanna and Jay-Z, we can’t help but think they could have summed up the entire campaign with a tagline like, “Just Do It.”
Oh wait.
Continuing the Made in America music-focused campaign which kicked off last year with a two day event in Philadelphia that grossed $5 million and boasted 80,000 attendees, the campaign will closely marry promotions with the two musical artists as well as support Jay-Z’s Legends of the Fall tour with Justin Timberlake.
Jay-Z and Rihanna are featured in two new Mark Romanek-directed commercials. The campaign will also include limited-edition packaging, digital, out of home and social media.
Of the campaign which breaks July 15, Translation CEO Steve Stoute said, “As the program develops, we’ll be working with the team to figure out how it takes shape. Music is very elastic, so the program has to be fluid because you’re dealing with the consumer and their evolving tastes.”
