After Bud Light launched its “Up for Whatever” campaign with a live Super Bowl commercial, the next year they wanted to follow it up with something even bigger. So they decided to create a real town where literally anything was possible. And that town was Whatever, USA. We were tasked with figuring out how to promote this place and - in promoting it - define the vibe of the experience and set the tone for the things that might happen there. To do this, we focused on a character called “The Mayor of Whatever” and created multiple TV spots and other pieces of content around him.
In the end over 200,000 people auditioned for 1,300 invites. And those lucky souls went on to create over 37,000 pieces of their own content over the weekend, generating over 600 million impressions.
Directors: Jorma Taccone and Jason Woliner
