Halloween is a high-drinking occasion, but Budweiser reminds you not to play trick-or-treat with the police this week.
The AB InBev brand tracked down real people who've been arrested for irresponsible drinking on Halloween and retook their mugshots for a "Drink Wiser" PSA campaign running now.
The three mugshots are appearing in social media and an digital OOH in three cities—New York City, Philadelphia and Chicago, where Halloween carousing is apparently particularly festive. David Miami created the "Masked Mugs" campaign.
"Halloween is a chance to escape reality by dressing up in costume for the night. The untold story, however, is that this escapism can go too far when people forget to drink responsibly," says Budweiser vp of marketing Monica Rustgi. "That's why we worked with real people who were arrested on Halloween to remind others to drink and act responsibly this holiday. Budweiser's message is clear: Don't let Halloween haunt you forever. Hydrate between Buds and Drink Wiser."
Those who purchase Budweiser between Oct. 21 and Nov. 1 on Drizly will be given a $5 Lyft gift card for a safe ride home.
Bud's "Drink Wiser" program began in 2018.
Final Credits/Budweiser "Masked Mugs"
Agency: David Miami
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Group ECD: Tony Kalathara
Group Creative Director: Danny Alvarez, Jason Wolske
Group Creative Director: Fernando Pellizzaro, Jean Zamprogno
Associate Creative Director: Curtis Caja
Sr. Art Director: Aaron Willard
Sr. Copywriter: Dan Flora, Jaime Villalva
Jr. Copywriter: Jared Schermer
Creative Resource Coordinator: Luisa Candido
Planning Director: Jon Carlaw
Associate Planning Director: Matias Candia
Planner: Anastasia Lara
Group Account Director: Gabriella Fabbro
Account Supervisor: Carolina Foster
Head of Global Production: Veronica Beach
Senior Producer: Renata Neumann
Producer: Ally Churchwell, Marina Rodrigues
Associate Producer: Brenda Osorno
Production Coordinator: Tomas Diego
Freelance Researcher: Giovanna Righini
Sr. Business Affairs Manager: Barbara Karalis
Client: AB InBev – Budweiser US
US Chief Marketing Officer: Marcel Marcondes
Group Vice President, Core & Value: Ricardo Marques
Vice President, Marketing: Monica Rustgi
Senior Brand Director: Madison Pietrowski
Senior Brand Manager, Digital: Marni Hamberg
Senior Media Manager: Scott Decker
Director, Communications: Eddie Moye
Still Production: Candela
Photographer & Retoucher: Mauricio Candela
Producer: Michelle Jayme
Production Coordinator: Grecia Quintero
Production Designer: Jorge Zelada
HMU/Styling: Angela Fisher/Katerina Forkin
Mechanicals: Andrew Dixon
Street Activation: Merge Studios
Founder: Julien Diaz
Head of Production: Ari Gonzalez
Photographer: Daniel Zuliani
PR Agency: 3pm Agency
Network: McCann World Group (MWG)
Holding Company: IPG
Media Agency: Dentsu
Network: Dentsu Aegis Network
Social Media Agency: Social Code
Holding Company: The Graham Holdings Company