Anybody may be an English participant with Bud Mild's boxheads
The Boxheads campaign marks the announcement of Bud Light as the official beer of the English men's team and is a playful take on the tradition of brands that put ambassadors on their packaging.
W + K has taken this to a new extreme by wrapping Bud Light boxes in enlarged images of faces of players including Jordan Pickford, Keiran Trippier and Kyle Walker. The idea is that fans can put the crates on as soon as the beer is gone.
The campaign was teased at the World Cup qualifiers this March, when the deck was filled with Pickford, Trippier and Walker cutouts. A Boxheads film shows every player wearing their own “fanwear” with the no-nonsense slogan: “Beer you can drink. Box that you can carry. “The campaign will also appear on billboards, social networks and television advertisements.
The whole thing is wonderfully silly and feels like much-needed humor after the last 12 months – especially in a part of the sports world that is often taken a little too seriously.
Credits:
Agency: Wieden + Kennedy London
Creative Directors: Paddy Treacy, Mark Shanley
ECDS: Tony Davidson, Iain Tait
Design Director: Aaron Skipper
Main designers: Ben Arfur, Jonny Isaacson
Motion Graphics: Jon Harris
Production company: Private Island
Director: Chris Boyle
DOP: Matthew Fox
Sound: 750 mph