Drumming Greater Beginning
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Instead of tapping into scattered beginning moments
Nail it down to the one single moment that started them all
The in-home gatherings in transitional time between old & new year – the signal & ritual for new beginning for every Vietnamese
This concept starts with the drumming - the impact that mark the new beginning - the impact that kick off Tet's energy in ours.
To visualize this, we start with the soundwave of this New Year's sound, making it a device to bring about other elements. By this point, it's all about how to bring out Budweiser identity, which we had solved by creating a ritual for this year, a cheer for drinking, now hitting the drum with Bud. Everything in combination with distinguished red and edgy look had showcase Budweiser new beginning.
Moodboard
Early sketch and exploration
Product KV
Thematic KV
Promotional Video
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Old Ritual: 3 – 2 – 1 Cheer/ 3 – 2 – 1 Dzô
A significant ritual in every Vietnamese celebration is that everyone counting and cheer-up around the table to energize the party
BUD DRUM RITUAL
ĐẬP BUD NỔI TRỐNG
Hit Budweiser on the table for every count – like hitting the drum
Hit the Bud 3 times with energetic beat to kick-start greater beginning & celebration
Energize the countdown ritual and new year celebration with Bud Drum ritual & Bud Drum sound
Storyboard
Thanks for watching
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