2018 FIFA Packaging Design

Agency: Jones Knowles Ritchie


This FIFA World Cup, Budweiser needed a Limited-Edition Bottle for China to be launched across 25 cities. The objective was to transform the global “Light Up” communications platform into an impactful design, creating a collector’s item that would excite Chinese football fans and beer drinkers alike. It was a considerable design challenge: Just how do you capture the energy of a larger than life event, and distill it into the palm of your hand?
We saw the light within the iconic Budweiser Bowtie. From this element, FIFA’s euphoric energy emanated from the Budweiser Bowtie as graphic light beams, transforming into the dominant flag colors of eight participating countries. What started as a limited-edition pack design also inspired a distinctly Budweiser campaign visual identity that was used in nationwide communications across 200,000 touch points. Within first week of launch, almost 200,000 bottles were sold, sending suppliers scrambling to meet demands even before FIFA officially kicked off.

This professional campaign titled '2018 FIFA Packaging Design' was published in China in June, 2018. It was created for the brand: Budweiser, by ad agency: Jones Knowles Ritchie. This Design medium campaign is related to the Alcoholic Drinks industry and contains 10 media assets. It was submitted over 5 years ago.


Advertising Agency: Jones Knowles Ritchie, China
Managing Director: René Chen
Creative Director: Yolanda Tang
Senior Designer: Woei Yang Fang
Production Manager: Aaron Wan
Client Director: Theresa Wu
Senior Client Manager: Hermia Fung

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