In 2014, the World Games were heading to Sochi and Canada was a contender for hockey gold. Our mission was to use the amazing Red Light campaign for the biggest goals in the world. And the biggest goals in the world, deserve the biggest celebrations in the world.
Introducing the Budweiser Red Zeppelin.
As we aired our Super Bowl spot letting people know if the Red Zeppelin, we also wirelessly triggered over 30,000 Red Lights in homes and bars across Canada to go off with the goal celebration in the 60 second spot.
One day before the women's hockey team faced off in their first match of the games, we decided to 'buzz' the Russian Embassy in Ottawa by flying the Red Zeppelin over their secured building.
During this 21 day campaign, the Budweiser Red Zeppelin flew across Toronto, Ottawa and Montreal, blaring and lighting up for goals, but when we came to Montreal, we brought another powerhouse to centre-stage: the voice of the Montreal Canadiens hockey club, Mr. Charles Prevost-Linton. This type of activation spoke directly to Montrealers rooting for Canada in the games.
And when it came time for our teams to win gold, as we knew they would, we presented the cherry on top of our World Games campaign, a 14 karat gold Budweiser Red Light. Through Facebook and Twitter we asked fans who deserved the two lights, one for women and one for men. The responses were insane and in the end, the popular Sportsnet TV shot Tim & Sid presented the lights to the chosen two.