2026 Winner

Budweiser Zero needed a credible way into hockey culture while standing apart as a non-alcoholic option. As Alexander Ovechkin approached a record-breaking goal milestone, Budweiser used the moment to create relevance for Zero by shifting the focus from goals scored to the 28 NHL goalies who kept him off the scoresheet. The idea came to life through a series of limited-edition cans, each personalized with a goalie's jersey number, saves and a custom message. Built on Budweiser’s iconic visual identity, the designs integrated subtle hockey references while amplifying the “ZERO” mark to reflect both the beer’s 0% alcohol and the shutout performances on the ice, linking the product directly to the game.

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