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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Budweiser Messi 644

Finalist in Wine, Beer & Spirits, Sports

Entered in Real Time Response

Objective

Own the conversation around Lionel Messi’s record-breaking 644 goals scored for a single club to strengthen the brand’s association within Global Football (soccer).

Strategy

We connected the King of Beers with the King of Football by celebrating an iconic moment in sports history that represented our shared values of ambition and dedication. When Messi broke the record, we released a digital film that told the story of his journey to greatness through a custom Messi Bottle. To drive increased buzz, we created 644 uniquely numbered bottles numbered 1 through 644 and sent them to each goalkeeper he scored against to thank them for their role in this record-breaking accomplishment.

Results

Media

Video for Budweiser Messi 644

Produced by

Deutsch NY, Budweiser

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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