20-39 years old mixed gender urbanities

Bud Premium international lager / Premium beer perfect for high energy occasion due to functional benefits of being smoother than the average beer

'Yours to take' encourages young urbanities to seize the opportunity Bud acts as an experience amplifier. With this concepts Bud and Snelle try to inspire new generation to take greatness to a next level. Snelle represents the core creative idea perfectly as his story is an inspiration to all of us. Bud brought the story to life with Snelle by offering young artist the possibility to be signed by Snelle his label

360 media coverage (traditional, social media, online video) + earned media initiatives. Bud kick started the yours to take activation by having Snelle drive out of home on a boat throughout Amsterdam encouraging people to send in demos. Social media and online video assets went live storying Snelle his success by retelling the story his song ‘in the schuur’ From that moment Snelle went on TV to promote the activation and posted regularly on his social media.