Budlight Project -2

The brand needed to stay culturally relevant with Gen Z audiences during football season, but traditional sponsorship visibility alone wasn’t driving meaningful engagement on campus

Students trust experiences and creators from their own communities more than traditional advertising. Campus culture spreads through participation, not promotion

We launched a nationwide student ambassador program that brought Bud Light and NFL Canada to life through campus events, creator-led content, game-day activations, and social storytelling.

The program increased student engagement, generated creator-led social reach, and positioned Bud Light as an active part of campus football culture across Canada