As official beer of the World Cup, Budweiser faced a host country with tight restrictions on alcohol around the matches.

That left a question most beer brands never have to answer: how do you own the world's biggest sporting moment when your product is kept at arm's length from it?

We moved the brand to where the fans already were. Local bars and watch parties became the stadium, the places where the tournament was actually lived, match by match and city by city. Bar partnerships, activations, and storytelling built around the ritual of watching together gave Budweiser a presence that didn't depend on a cup in hand at kickoff.