Vietnam’s whole history and present is built upon unprecedented terms.
Unfair, impossible, illogical… you say.
But it’s the terms that inspired, moved, carried us… forward.
Instead of succumbing to the terms, we embrace them.
It’s the terms that free us.
When you make any terms yours, this Bud’s for you.

Ultimately a relaunch campaign reaffirming the presence and unparalleled quality of Budweiser in Vietnam, we infused Vietnamese souls into the production story of the iconic American King of beers. 3, as a matter of fact. And not just any story but stories of those who set the terms of their games. Hoang Le Giang – the globe trekker who conquered the Himalayas 7 times in spite of childhood asthma fear. Touliver – the all-hailed underground producer king who set out to create his own contemporary sounds. forfeiting years of classical training in the process. TK Nguyen – the black sheep entrepreneur of the night life industry, the mastermind behind the highest sky bar in Vietnam.

3 long-format online films were released together with a seamlessly coordinated PR campaign created a wave of sharings and positive reactions. Hundreds of earned articles and millions of views later, Budweiser is suddenly back on the contender’s position again.