Budweiser FIFA Edition
Many cultures. One football moment.
Overview
A limited-edition can for Budweiser's collaboration with the FIFA World Cup 2022 in Qatar. Our aim was to bring a global football moment onto the can and treat it as a meeting point: many cultures, one football moment.
Brief and challenge
A tournament can has to speak to fans from many countries at once, and still be unmistakably Budweiser red on a crowded shelf or in a hand at a stadium. Too many national symbols, crowded together without an order, could turn it into a souvenir sticker sheet and bury the brand.
Role and deliverables
We designed the can, drew the illustration pattern and produced the campaign visuals built around it.
- Can design
- Illustration pattern
- Campaign visuals
Process
The pattern draws elements from around the world to bring people together around one table. We drew it as a dense field of line icons, footballs, the trophy, flags, landmarks and drinks, wrapping the full can with every icon at the same line weight, so the field reads as one texture from a distance. Versions run in red on silver and silver on red, crossed by the familiar Budweiser ribbon and a FIFA World Cup Qatar 2022 Edition line around the base.
Outcome
The FIFA World Cup 2022 design brings patterns from different cultures together in Budweiser red, and the can becomes the central campaign object. Campaign visuals pair it with black-and-white football imagery, keeping the colour on the can itself. Modern, dynamic, and still Budweiser.
