2021 Winner
SPECIAL JURY PRIZE FOR DIVERSITY & INCLUSION
BronzeBranded Content
ABInBev/Labatt Canada
"Underplayed"
Anomaly
"Underplayed"
Anomaly
Did you know that, in 2019, only five of the top Billboard 100 DJs were women? No? You aren’t alone. Not many people are aware of this shocking stat, nor do they know that the 10 highest-paid DJs (collectively earning $272 million) are all men. Bud Light – a brand focused on inclusivity, diversity and music – decided it was time to help wake the world up to this imbalance and the challenges that women artists face.
The brand invested in long format storytelling to entertain and educate a younger consumer who had become cynical of ads. Working with Anomaly, Bud Light released a feature-length documentary flm that shadowed top women DJs all over the world as they shared their thoughts on gender inequality in the music industry.
“Underplayed” was featured at some of the most prestigious film festivals in the world, from Tribeca to TIFF, and was so well-received that major streaming platforms Apple, Amazon Prime and Crave acquired rights to distribute it on International Women’s Day.
The film was also profiled by arts and entertainment publications including Rolling Stone, Variety and the Washington Post. It helped spark meaningful conversations with the public, while driving deep meaning for the Bud Light brand.
The brand invested in long format storytelling to entertain and educate a younger consumer who had become cynical of ads. Working with Anomaly, Bud Light released a feature-length documentary flm that shadowed top women DJs all over the world as they shared their thoughts on gender inequality in the music industry.
“Underplayed” was featured at some of the most prestigious film festivals in the world, from Tribeca to TIFF, and was so well-received that major streaming platforms Apple, Amazon Prime and Crave acquired rights to distribute it on International Women’s Day.
The film was also profiled by arts and entertainment publications including Rolling Stone, Variety and the Washington Post. It helped spark meaningful conversations with the public, while driving deep meaning for the Bud Light brand.
Credits
Agency: AnomalyClient: ABInBev/Labatt Canada
PR Agency: Veritas Communications
Media Agency: Vizeum Canada
Client Credits
Todd Allen: VP of Marketing for Labatt Breweries of Canada
Natalie Lucas; Director of Marketing for Bud Light Canada
Kevin De Gruijter: Senior Brand Manager for Bud Light
Agency Credits
Executive Creative Director: Pete Breton & Dave Douglass
Creative Director & Writer: Neil Blewett
CEO: Franke Rodriguez
President & Managing Director: Candace Borland
Group Business Head: Matt Holton
Business Director: Dori Adams
Account Supervisor: Kayla Christenson
Account Executive: Jordy Francescangeli
Group Strategy Director: Paul Lipson
Director of Communications Strategy: Alex Avendaño
Head of Production: Janice Bisson
Agency Producers: Nicole Poon, Annya Williams, Frances Smith
Lead Designer: Melissa Zeta
Head of Design: Shawn Lambino
Production Credits
Director/Writer: Stacey Lee
Producer: William Crouse
DOP: Zoe Simone Yi
Executive Producer: Bud Light Canada
Executive Producer: Julien Christian Lutz
Executive Producer: Taj Critchlow
Editor/Writer: Georgia Dodson
Story Editor: Joe Peeler
Finishing Editor: Anthony Mathile
Music Composer: Kate Simko
Head of Production: Adam Palmer
Production Coordinator: Dean Rosen
Production Coordinator: Charlotte Travers
Production House: Fela
Editing House: Whitehouse Post