Budweiser ‘Light up the World Cup’

Moscow, 14 June – 14 July, 2018


WINK added the layer of epicness and rock and roll to the ‘Light up the World Cup’ campaign, by creating a worldwide experiential Toolkit, a 80 meter boat and taking over a Hotel and Club for a Month.

The Budx Hotel was the centre of hospitality for international celebrities, influencers and AB InBev guests. WINK designed the perfect hang out, a home away from home, with epic facilities for the ultimate fanbase. Completely overhauling the Intercontinental Hotel for one month. We measured the ‘fanergy’ and we translated this into the entire hotel.

The Budx Club was the arena of legends during the FIFA World Cup™ with for example Diplo, Ludacris, Alok, Oliver Heldens, Craig David and Nicky Romero.

And last but not least, 80 meters of epic- and boldness was taking over the Moscow river. Amplifying the energy with a party arena on the upper deck, helipad, the infamous barcuzzi and a fully fledged club on the lower deck. Only very special guests are invited to cruise over the Moscow River while they watch the game and experience the BUD Boat bonanza.

Photo credtis: Marty Marn