Bud Light and VICE’s in-house creative agency teamed up to create an branded cultural experience for people attending Mad Decent’s Block Party. With 22 shows, 18 different cities and 63 artists, we needed something bigger than a logo on stage. So we gave block party goers something to talk about.

We teamed up with 14 different artists to create 31 different designs with 4 hero cans, Then we worked with Bud Light’s packaging and production crew, doing a deep dive into their canning and labeling processes, discovering a new way to create labels.

The result?

54.3 million impressions on Facebook
13 million impressions on Instagram
4.1 million impressions on Twitter
81.6M total festival impressions
97% positive sentiments
31 million unique label variations so no two cans were exactly alike. 

Featured in Adweek, Complex, and Creativity.