Budweiser has sponsored the FIFA World Cup since 1986, and in 2018 they gave fans something to cheer about: a noise-activated
Budweiser Red Light Cup. Our brief was to bring this to life around the world, and to celebrate the euphoric energy of the tournament.

So we gave the world's biggest super fans a chance to get to Russia.

But there was a twist.

In order to get on the plane, they had to watch their team play a World Cup game with a
Budweiser noise-activated Red Light Cup in front of them - without it lighting up once.

We also created noise-activated Budweiser vending machines that reward football fans with a free Bud if they ‘Cheer for Beer’ to prove their passion.

The machines look like a huge version of the noise-activated Budweiser Red Light Cup.

We put fans to the test in London, Rio and Seoul by placing the vending machines in places that are usually quiet.

There was an extra surprise for fans with the most heart…