Campaign Spotlight

Campaign Spotlight: Budweiser tells its long life story with NBA – on and off the courts – in a new campaign by Africa

SAO PAULO, BRAZIL – “Bud is more than a sponsor. Bud is part of history.” Like in every sport, fans of basketball are always there for their teams in every important moment, especially during NBA season. The same applies to Budweiser, a brand that for a long time has been playing this role and proving to be much more than an official supporter of the league. After taking a step further on this long-time partnership and becoming the league’s official broadcast in Brazil, the King of Beers is celebrating its connection to NBA by showing everything that has been built over the years, not just on the court, but mostly outside of it.

Conceived by ad agency Africa and directed by Vellas, from Saigon, Bud’s new campaign reinforces the message of a brand that has outgrown its sponsor role. More than that, it has kept its pace with the cultural transformations promoted by the influence of basketball in several fields once going beyond the courts and reaching the streets, such as fashion and music.


The piece entitled “Scoreboard” tells the story of this long-term partnership between Bud and NBA by showing how in every important moment of the league, the brand was there, in the hands of players that became idols and idols that became fans. Like Emicida, one of the most respected rappers in Brazil, who takes part in the film and shares his passion for basketball. “Participating in this story is to encourage this state of mind that moves us towards a congregation of love and always collective effort. Like the music… By the way, I think Bud is a really cool bridge between the two universes”, highlights the rapper.

Budweiser is a long-time NBA partner and this year became the league’s official broadcast in Brazil, in a media partnership to connect and interact directly with fans and basketball stakeholders. All this to democratize innovative content, strengthen people’s relationship with the sport and make access to matches easier.


Title: Scoreboard
Agency: Africa
Client: AMBEV
Product: Budweiser

CCO: Sergio Gordilho
ECD: Matias Menendez
Creative Team: Erico Braga / Nicholas Bergantin / Rodrigo Adam / Fernando Marar / Rodrigo Barbosa / Marcelo Bruzzesi / Cortez Pereira

COO: Carolina Boccia
Client Services: Heloisa Pupim / Francine Pellacani / Karen Pardo / Juliana Pastori / Ana Andrade / Gabriela Medina
Planning: Aldo Pini / Quentin Mahe / Weslley Gagliano
Media: Aga Porada / Luciana Prado / Victor Berto / Mariana Falcao / Samuel Teles / Amanda Santana / Bruno Gregorut / Luis Pili

Agency Producers: Rodrigo Ferrari / Tais Olhiara / Eduardo Machado

Production Company: Saigon Filmes
Director: Vellas
Executive Producers: Marcelo Altschuler / Carol Pessini
Director of Photography: Pierre Kerchove

Production Co./Client Services: Fernanda Gomes, Rafael Costa, Karin Diniz
Production Coordinator: Katiucia Soares, Jucilene Almeida, Haiane Basilio
Film Art Director: Marcelo Reginato
Assistant Directors: Flavio Lanfredi, Luciana Camargo
Creative Assistant: Amanda Flora
Production Director: Reinaldo Faria
Costume Designer: Marina Vieira
Casting Producer: Flavia Cocozza, Jaqueline Tedoro
Location Producer: Kleber Pereira
Objects Producer: Tatiana Coelho
Producer: Patricia Nagaoka
Production Assistant: Ronder Willian
Art Producer: Carlos Alberto Castilho
Make/Hair: Fabiana Mizukami (Mima), Sidney Silva de Paulo
Effects: Shiyozi Izuno Filho
Editing: Rami D’Aguiar
Post-producer: Fabio Abreu
Post-production Coordinator: Virginia Fares
Color Grading: Bleach Filmes – Sergio Pasqualino
Post-production Company: NASH Production

Sound Design: Satelite Audio
Sound Producers: Kito Siqueira / Roberto Coelho / Hurso Ambrifi / Mike Vlcek / Thiago Colli / Charly Coombes / Koitty / Helton Oliveira
Sound Design/Client Services: Fernanda Costa / Carol Araujo / Renata Schincariol
Sound Post-production: Carla Cornea / Ian Sierra / Renan Marques
Voice Over: Ericho

Client Approval: Daniel Wakswaser / Bruna Buas / Alice Alcantara / Carolina Caracas

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