In the weeks surrounding the Super Bowl and the premiere of the Bud Knight, we were tasked with building the hype on social and in culture.

First thing you should know is Lane Johnson promised the whole city of Philly beers if the Eagles won the Super Bowl. So we swept in and offered to help him fulfill that promise. (Remember this for later).

Then we brought members from the Dilly Dilly Universe to the NYSE to ring the closing bell.

After the introduction to the Bud Knight in the Super Bowl teaser spot, we knighted Dylan Dryer on The Today Show.

After the game we created a sweepstakes to win Dilly Dilly merch which included props from the spot as well as some custom pieces.

Now, remember that deal we made with Lane Johnson about if the Eagles won we’d buy the city of Philly beer?

Well Philly won, so we had to make good on our promise.

This also got a Today Show mention.

We even took out an ad in a local newspaper announcing free Bud Light for people who couldn't go to the parade. 

Then we brought some medieval friends to the parade to help celebrate.

Last but not least, we revealed the man under the helmet.

“Bud Light Super Bowl LLI & Victory Parade”
ROLE: Art Director
Copywriter: Katie Johnston
Creative Director: Brandon Henderson
Creative Director: John Parker
Producer: Jordan Leinen
Agency: Wieden + Kennedy