The Ask: Anheuser-Busch collaborated with musician Travis Scott to create Cacti, the first tequila based seltzer. In order to get the buzz around Cacti, Travis wanted a big launch activation to debut his product in the Los Angeles market.
The Solve: We launched Grammy weekend in L.A. with Travis delivering product via a wrapped Cacti delivery truck. By way of social seeding the day of, Travis Scott’s massive fan base created a viral frenzy shutting down traffic as well as media channels making the stunt their headline story.
My Role: Creative direction / Original concept.
