1 in 3 Canadians still make the stupid decision to drink and drive. Astonishing considering all the smart ways to get home. So when Budweiser approached us to create a campaign to change this behavior, we needed to do more than entertain. We needed change cultural behavior.

On its 20^th anniversary, we resurrected the classic Whassup and with the help of a socially integrated campaign, orchestrated a moment in this year’s Super Bowl that broke records to deliver record results.

While the spot aired only during the Canadian broadcast of the game, it made headlines globally, ranking on over 65 lists of the best Super Bowl Ads and appearing in over 400 news stories worldwide. More importantly, Uber saw a 20% increase in rides compared to last year, ensuring hundreds of thousands of Canadians chose the smart way home.

What we did:
Super Bowl, Content