Budweiser
A meeting of icons: the King of Beer and the King of Football. This content series explored Lionel Messi’s journey before and after achieving his ultimate dream, capturing moments of reflection, humility and triumph. Designed to feel intimate rather than epic, the work connected Budweiser’s brand values with Messi’s story in a way that felt authentic and human, and particularly meaningful for us as Argentinians.
Client
Budweiser
Campaign
King of Football // 644 // Bring Home The Bud //
Category
Branded Content
Talent-Led Storytelling
Social Media Strategy
Role
Creative Direction, Narrative Development
King of Football, King of Beer // Budweiser’s partnership with Lionel Messi extended beyond traditional branded content into a long-term storytelling system built around two icons, the King of Football and the King of Beer. We created a flexible content framework that allowed global assets to live across markets while remaining culturally relevant at a local level, shaping both campaign narratives and the brand’s broader social media strategy.
644 Campaign // As part of this ecosystem, we developed and activated key global ideas including the 644 Campaign, in which Messi delivered 644 Budweiser beers to the goalkeepers he had scored against, one for each goal of his career. The initiative blended sport mythology, humor and scale, generating global attention while reinforcing Budweiser’s confident, celebratory tone.
#BringHomeTheBud // We also adapted the #BringHomeTheBud campaign for Argentina and LATAM, extending the idea across platforms and moments throughout the tournament. The work culminated with the final pieces released after Argentina’s World Cup victory, closing the narrative arc in real time and anchoring Budweiser within one of the most emotionally resonant moments in global sports culture.
