Believe As One, le film publicitaire de Budweiser pour la Coupe du Monde

Budweiser, partenaire FIFA et bière officielle de la prochaine Coupe du Monde FIFA au Brésil, a dévoilé aujourd’hui la nouvelle partie de sa campagne Rise As One, avec le lancement sur le digital du film de marque, Believe As One.

Dans la lignée de la campagne Rise As One, qui vise à honorer les moments où la population s’unie grâce au football, Believe As One chercher à capturer les moments et émotions qui précédent ce grand événement qu’est la Coupe du Monde.

Believe As One est le premier des deux films publicitaires de Budweiser et a été filmé en noir & blanc par le réalisateur Garth Davies afin de mettre en avant la passion et la fierté des fans de football à travers le monde.

« Le football a cette capacité unique d’unir les fans à travers le monde et cela est encore plus frappant quand la Coupe du Monde FIFA approche » dixit Andrew Sneyd, Global Vice-Président de Budweiser.

Pour activer ce film, Budweiser a aussi lancé son dispositif d’engagement, intitulé Budweiser Heroes. Afin de célébrer les fameux « unsung herbes » du football, ceux qui brillent dans leur communauté, Budweiser s’est associé au média mondialement connu, VICE, pour documenter les histoires des individus qui ont réalisé ou mis en oeuvre quelque chose de significatif dans leur communauté via le football.

Pour le grand public, la marque a décidé de lancer un dispositif participatif où les fans seront encouragés à soumettre les histoires de leur propre « football hero », un proche, une connaissance qui a fait preuve d’abnégation et de détermination pour véritablement changer la vie d’un groupe ou d’une communauté. Bien évidemment les fans seront invités à partager leurs soumissions sur les réseaux sociaux.

Les vainqueurs se verront payer un voyage tout frais payés au Brésil et un séjour au Budweiser Hotel à Rio. VICE sera aussi de le partie pour documenter le voyage des gagnants au Brésil.

En plus de ces histoires de gagnants, Budweiser et VICE publieront cinq mini-épisodes sur le digital, autour de cinq histoires au Brésil, en Thaïlande, au Darfour, en Chine et au Texas.

L’idée et la thématique du « unsung hero » ne sont malheureusement pas nouveaux dans le monde du sponsoring sportif et du marketing sportif. J’aurai aimé voir quelque chose de plus épique de la part de Budweiser qu’une énième version d’un film en noir & blanc qui « cherche à capter les émotions des fans ». Néanmoins le partenariat avec VICE est assez unique en son genre et c’est, je pense, la première incursion de VICE dans une campagne globale du sport, la garantie d’une certaine ligne éditoriale et d’un traitement des histoires par Budweiser.

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