Bud Light's 'Boxheads' Give You the Face of an English Soccer Star

If you think England stars Jordan Pickford, Kyle Walker and Kieran Trippier are awesome on the soccer pitch, wait until you see them donning Bud Light boxes emblazoned with super-sized photographs of their own heads.

That’s basically all that happens in the spot below. What more do you need?!

Wieden + Kennedy developed the campaign. That agency and the Anheuser-Busch-owned brand have teamed up for cardboard sports-marketing performances before.

All 12- and 20-packs sold in England in coming weeks will feature the famous faces, celebrating Bud Light’s sponsorship of the national team for the Euro 2020 tournament (which was postponed until this summer owing to Covid restrictions). Fans are encouraged to wear said cartons at home and in stadiums, where limited attendance will be allowed during games.

Some wags have groused that the boxes lack eyeholes. That’s probably a good thing, though. If England loses, supporters won’t have to watch.

“There simply isn’t anything like it out there,” enthuses senior brand manager Martina Isella. “It’s a revolutionary step forward in beer packaging, and we can’t wait to see football fans across the country wearing Boxheads and supporting the Three Lions in a much more fun and immersive way.”

The “Boxheads” campaign also features a limited-edition can design, out-of-home, digital and social elements.

“We’re super excited to see what the public makes of it all,” says W+K creative director Paddy Treacy. “Starting a conversation around football. Putting an idea out into the world and seeing what comes back. Drink the beer. Wear the box. Support your team. It’s that easy.”

CREDITS

Client Bud Light
Project Name Euro 2020(21)
Media Channels TV, VOD, Digital, Social, OOH, E-Commerce, GIFs
Clients Rowan Chidgey, Matt Leadbeater, Lourenco Arriaga, Martina Isella, Ed Hussey, Amar Singh, Aina Fuller

W+K LONDON
Creative Director Paddy Treacy & Mark Shanley
Creatives Joe Bruce, Albert Pukies, Jake Attree, Matt Callaby
Executive Creative Directors Tony Davidson & Iain Tait
Group Account Director Matt Owen
Account Director Lara Wahab, Amy Kilty
Account Manager Oliver Mitchell, Abi Divine
Planning Director Brian Ritter
Comms Planning Martin Bassot
Producer Sylvie Edwards, Iona Patterson, Michelle Brough, Dom Felton
Design Director Aaron Skipper
Lead Designer Ben Arfur, Jonny Isaacson
Motion Graphics Jon Harris
Studio Artworker David Brodie
Business Affairs Alex Coomer, Helena Tomas

TV PRODUCTION
Production Company Private Island
Director Chris Boyle
Executive Producer / Managing Director Helen Power
Production Company Producer Eleri Evans
Production Manager Eolande Diaz
Director of Photography Matthew Fox
Production Designer Chris Lowe
Costume Designer Steven Spencer
Editorial Company Private Island
Editor Andreas Geroghiou
Edit Assistant Paul Clements
Edit Producer Áine O’Donnell
VFX Company Private Island
VFX Head of Production Helen Power
VFX Producer Áine O’Donnell
VFX Supervisor David Post
Colourist Denny Cooper
Sound Company 750mph
Sound Designer Jake Ashwell / Sam Ashwell
Sound Producer Martin Critchley
Music Company Twenty Below Music (Boxheads)
Music Supervisor / Producer Emily Pritchard