Pete Breton
Managing Partner at Anomaly Toronto
Toronto, Canada
TitleBud Light Underplayed
BriefIn 2019 only 5 of the top Billboard 100 DJs were women. The 10 highest paid DJs earned over $272 million. They were all men. No woman has ever made the list.Shocking statistics that were not being discussed by anyone, let alone brands.Bud Light Canada - a brand focused on inclusivity, diversity, and music saw this imbalance and challenges female artists encountered and felt an obligation to take action. The brand knew the target had become cynical of ads, but that they would align with brands that stood for a deeper social cause.The brand concepted, produced and released “Underplayed”, a feature-length documentary film that followed the top female DJs in the world bringing much needed attention to the often ignored subject of gender inequality in the music industry.The documentary received the most earned coverage of any initiative Bud Light Canada has endeavoured with success around the world.
Agency
Campaign Bud Light Underplayed
Advertiser AB Inbev
Brand Bud Light

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PostedNovember 2021
Business SectorSubscribers Only
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