Budweiser wanted to inspire the world to live with more confidence... to get outside your comfort zone and seize the unlimited opportunities that the city presents you with every single day. We want people to be a king. By drinking the king of beers… a beer that is brewed with some of the most expensive ingredients on the planet... to be light, refreshing, and sessionable. Budweiser was fuel for the kinds of nights that you talk about for the rest of your life.

We threw our new call to action to the world starting in South Africa, where the residents were proud to show their pride for their kingdom. And it didn’t stop there, this rally cry broke gender barriers and geography.