CREATIVE PARTNERS
Kent MacDonald | Art Director
Trent Jones | Copywriter
TENSION: In the city, Busch feels out of place — because its roots don’t follow trends.
KEY INSIGHT: There are different collars for different jobs but there isn’t a collar for when you’re off the clock.
THE BIG IDEA: The Busch Collar — White collar by day. Busch flannel by night.
OOHs follow an A + B format. Side A gives the shirt a superman moment by hitting at the reveal. Side B leans into the Busch collar. With high contrasting typography it leans in and highlights the benefits of Busch beer.
The rough AI cut of The Busch Collar follows multiple workers through the daily grind, ending in a shared, earned reward—brought to life through the reversible shirt reveal.
Social spots will feature the reveal in a quick humors way.
Warm beer cans will be branded in white collared shirts
Using themoral technology, when the can is chilled it will transition to a Busch flannel collar.
This XM event will have customers change over into the Busch Collar to gain acsess to the beer garden. With live music, corn hole, bocce ball, and horseshoe tossing, they can relax, unwind, and chill out.
