Budweiser / BrazilSocial · Digital & Tech
One Second Ads.
Budweiser Brazil ran one-second digital ads that played only the opening notes of famous songs, trusting music fans to name the track.
- Brand
- Budweiser
- Agency
- Africa Creative DDB
- Market
- Brazil
- Region
- Global
The challenge
Budweiser wanted digital ads that nobody could skip, while keeping the brand tied to music.
The idea
Each ad lasted one second and carried the first notes or beats of an iconic song, with no celebrity, voiceover or product shot. Fans were invited to guess the songs on Instagram, TikTok, X and YouTube Shorts, which turned the ads into a running game.
Results
- Storyboard18 reports 68 million impressions in the first two weeks.
- According to figures reported by Storyboard18, the ads drew 119% more views than digital campaign benchmarks.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2025Social & Creator – B06 INNOVATIVE ENGAGEMENT OF COMMUNITYBronze
- Cannes Lions 2025Social & Creator – D01 CONTENT PLACEMENTSilver
- Cannes Lions 2025Direct – D03 USE OF SOCIAL PLATFORMSSilver
- Cannes Lions 2025Media – B10 USE OF SOCIAL PLATFORMSBronze
- Cannes Lions 2025Audio & Radio – A06 AUDIO-LED CREATIVITYGold
- Cannes Lions 2025Audio & Radio – B01 USE OF MUSICGrand Prix
Credits
- Creative agency
- Africa Creative DDB
- Vice President of Marketing, AB InBev
- Daniel Wakswaser
- Director of Marketing, Budweiser Brazil
- Mariana Santos
- Chief Creative Officer, Africa Creative DDB
- Sergio Gordilho
- Executive Creative Director, Africa Creative DDB
- Nicholas Bergantin
- Creative Vice President, Africa Creative DDB
- Juliana Leite
- Creative Director, Africa Creative DDB
- Hélio Maffia
- Creative Director, Africa Creative DDB
- Yllo Pedra
- Associate Creative Director, Africa Creative DDB
- Guilherme Portugal
- Art Director, Africa Creative DDB
- Maicon Gomes
- Copywriter, Africa Creative DDB
- Lucas Alcorta
- Media Vice President, Africa Creative DDB
- Pedro Eustachio
- Special Projects Director, Africa Creative DDB
- Lica de Souza
