Unexpected: Budweiser has a deep connection with music. The team at Africa DDB wanted to go beyond traditional sponsorships and pursue an unexpected partnership. The campaign asks passers-by to search keywords that will lead them to photos of Budweiser cans in the hands of some of music’s biggest names. 

For instance, one poster asks people to search the following words: 1980, Detroit, radio and Budweiser. A quick Google search of the terms brings of an image of David Lee Roth, the original singer of Van Halen, surrounded by cans of Budweiser. A different search brings up a photo of Sex Pistols frontman John Lyndon holding a can of Budweiser with his manager.

Works: The biggest music campaign ever made.