Budweiser unveils "rallying cry for relentless creators, dreamers, and go-getters hell-bent on making their mark"
LEUVEN,
The Tomorrow is Yours to Take campaign launches today with a music video entitled "Yours to Take" featuring an original song produced and performed by .Paak. The video tells the story of creators and aspiring talents overcoming naysayers and skeptics worldwide, with Budweiser alongside each step of the journey. The video is a collaboration on a global scale, featuring French freestyler soccer player
"Budweiser is a rallying cry for relentless creators, dreamers, and go-getters hell-bent on making their mark. While today marks the launch of Tomorrow is Yours to Take, it's the creators, the dreamers and the risk-takers who take center stage with this new evolution," said
Wieden+Kennedy led the creative concept of the campaign in partnership with Budweiser, .Paak and a team of creators around the globe. "Yours To Take" celebrates the power of an independent generation that does what they believe in, no matter what others say. With an original track by .Paak and real stories from real creators to deliver the message, the campaign had to be more than an ad. And that was when the music video was born: an entertainment piece that helped become a part of the culture in an authentic way with a cinematic feel.
By partnering with .Paak to produce the soundtrack to this global campaign, Budweiser is laying the groundwork for future efforts supporting up-and-coming creatives. This is just the beginning.
"My new music for the campaign isn't just a song, it's an anthem! The way I see it, it's like a rallying cry to those who are DONE listening to all the reasons why their dreams are impossible," says Anderson .Paak. "Trust me, I heard all those naysayers too, but I kept myself motivated and did my best to ignore the haters every step of the way. My hope is that Budweiser and I can reach artists, designers, athletes and creatives – everyone! – all over the world who are ready to take the first step on their own path to greatness."
Each up-and-coming creator featured in the video embodies one of the Budweiser audience's passion points, including music, arts, fashion, and sports.
- Séan Garnier is football's first ever World Freestyle Champion, based in
France . Julia Dang , basedSweden , co-founded TheLineUp channel and created her own inclusive label, DANG STHLM.Gabriel Massan is a Brazilian-born digital artist based inGermany who works with multiple mediums such as sculpture, video, design, and print.Louise Bartle is a drummer based in theUK , who began playing at the age of 13.- Xamã is a Brazilian rapper, singer, composer, and poet who recently went viral and broke streaming records.
- Wanda Pot is a
Colombia -based designer who specializes in mural graffiti, art direction, branding and calligraphy. - Lara91K is an
Argentina -based singer whose genre-defiant music is reshaping the trap music scene.
To view the film, find more information on each up-and-coming creator, and more, click HERE. Behind-the-scenes footage from the creation of the campaign can be seen on Budweiser and Anderson .Paak's social channels.
About
Budweiser is a medium-bodied, flavorful, crisp American-style lager. Brewed with the best barley mallet and a blend of premium hop varieties, Budweiser is an icon of optimism and celebration which is enjoyed in over 60 countries around the world and is committed to brewing every Budweiser with 100% renewable energy by 2025.
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