Bud Light NFL

It’s only weird if it doesn’t work, right? For fans, game day rituals are necessary. Lucky socks, a secret handshake. Many believe the things they do on game day can, and do, influence the outcome. They’re not watching their team, they’re helping their team.

Bud Light’s NFL sponsorship was in its second year and instead of simply showing NFL fans happily drinking Bud Light, we decided to tap into an insight, something to humanize fans. We landed on fan superstitions, which led to a fun exploration and depiction of all the ways we fans help our teams—with a Bud Light in hand, of course.

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