2026 Winner

Most brands would have celebrated the goal that made history, but “Bud Zero Kings of Zero” found a more unexpected angle. As Alexander Ovechkin closed in on the NHL’s all-time scoring record, Budweiser Zero shifted the spotlight to the 28 goalies who had shut him out along the way. Each received a custom can, timed to arrive as the record approached, turning them into both participants and storytellers. The idea flipped a milestone into a tribute to the overlooked, aligning naturally with Bud Zero’s identity. Once shared by players like Leaf icon Curtis Joseph, the campaign spread organically through hockey communities, amplified by creators and fans already invested in the moment. By celebrating what didn’t happen – the goals that never went in – the brand carved out a distinctive role in a saturated conversation, proving its relevance within hockey culture without relying on the usual sponsorship tactics.

Credits

Anomaly
Dave Douglass: Executive Creative Director / Partner
Neil Blewitt: Group Creative Director
Chris Stapleton: Jr. Art Director
Liam Haggarty: Jr. Writer
Candace Borland: CEO
Matt Holton: Managing Director
Joachim Holmgren: Group Business Director
Dominic Neukom: Account Director
Matt Stasoff: Group Director, Social Strategy & Creative
Marie-Pierre Toure: Head of Production
Jacklyn Bonsignore: Agency Producer
Shawn Lambino: Head of Design
Lucas Young: Design Director

Production: Unreasonable Studios
Annya Williams: Executive Producer
Editing Company: Unreasonable Studios
Martin Klapperbein: Editor

PR
Agency: Veritas
Rachael Collier: Vice President
Rebecca Mejia: PR Director

Media
Agency: Starcom
Chris Pallotta: Group Account Director
Tamara Sanchez-vegas: Manager, Media Planning
Masha ZarakhaniMedia Strategist