For this campaign, W+K São Paulo and W+K New York worked with Budweiser to turn everyday cardboard coasters into limited edition of collectible, “playable” vinyl beer coasters. In addition to physically supporting a Bud, the item also works as a booster for nine MCs from the rap scene: Aori, Kamau, Stefanie, Estudante, Monna Brutal & MCharles, Negra Rê, Akira and Zudizilla.
The vinyl coasters were distributed in bars across the cities of São Paulo and Curitiba and were also offered to concert goers at Lollapalooza in São Paulo. The coasters can be played on record players and on Spotify via QR codes printed on the vinyl and were recorded by Bob G at this Vinyl Lab studio.
As Felipe Ribeiro, Chief Creative Officer at Wieden+Kennedy São Paulo explains, “Bud coasters are ubiquitous around the world and now they are taking on a new role, with new functionality. We are turning something seemingly insignificant into an important stage for underground artists”.
The project also includes collabs among musical artists to promote emerging talents, takeovers on social media, theme parties and other activations.