Budweiser & ESPN | The Debut

Oscar Schmidt was one of the greatest basketball players in history, despite never gracing the NBA courts. In the 1980s, he was drafted by the Brooklyn Nets, yet he opted to decline the invitation to continue representing the Brazilian National Team—a decision that drew both praise and criticism. Much like Oscar's unconventional path, Budweiser champions the idea of forging one's own journey, defying conventions and embracing individuality. In collaboration with ESPN, Budweiser seized the opportunity to honor Oscar's remarkable career by orchestrating a special moment: allowing him to play in an NBA match during the All-Star Game.

In this activation, my role encompassed channel planning and strategy. The campaign made a significant impact, garnering over 217 million impressions and generating a remarkable 227% increase in searches for Bud. It became a trending topic across Brazil and received prestigious recognition at the Cannes Festival, clinching 5 Lions, including a coveted Gold Lion in the Cyber category.

(Brand Strategist at Africa DDB)