Tree-Roll
AB InBev
Issue 49 | December 2018
Agency
Deutsch
Creative Team
Chief Creative Officer Dan Kelleher Executive Creative Director Jeff Vinick Creative Directors Heather English, Marques Gartrell Copywriter Breyden Sheldon Art Director Kelsey Heard
Production Team
Director of Integrated Production Joe Calabrese Producer John Hatheway Assistant Producer Halley Mangano Production Company Steelhead
Other Credits
Director of Integrated Business Affairs Maria Taris Group Director, Integrated Business Affairs Stacy Schwartz Sr. Business Affairs Manager Dawn Doumeng Project Manager Ashley Heisner Account Director Andrew Arnot Account Supervisor Madalyn McLane Clients NA Marketing Marcel Marcondes Value and Beyond Beer Brands Chelsea Phillips Director, US Value Brands Daniel Blake Brand Manager Conor Mason
Date
September 2018
Background
Busch had centered their advertising around the Busch Guy and the idea that the best place to crack open a can of Busch is the great outdoors. Here is where the fresh, clean water that Busch uses in the brewing process comes from.
A number of TV spots had developed the concept and in September 2018 Busch partnered with the National Forest Foundation to invite America to celebrate the fall.
Idea
‘Tree-Roll’ was like pre-roll, a humorous video on YouTube that told people everything they could want to know about trees, helping them identify and plant them.
Viewers who did not skip and who watched all the way to the end got a free tree planted on their behalf by Busch, equivalent to a $1 donation to the NFF.
This was the first pre-roll ad that donated to a good cause.
Additionally, some of the profits made from the sale of 24-pack and 30-pack cases of Busch were donated to the NFF.
Results
Not yet available.
Our Thoughts
This issue features several ideas in which the objective has been to persuade people not to skip. It is becoming a fact of advertising that actually getting people to pay any attention to your brand is becoming increasingly challenging.
First thing to do is to be likeable, to be a brand that actually stands for something.
Busch’s connection with the great outdoors is a bit tenuous, but so what? They are saying they value the natural world and, in an unprovocative way, are standing up for the environment.
Next thing to do is to produce advertising that charms because it is witty and intelligent. Another tick for Busch.