Each year The Port Authority of New York hangs holiday decorations over the Holland Tunnel, one of New York City’s busiest roadways. Each year, it’s not a big deal. But last year, the city massively dropped the ball. In true New York fashion, people were not happy about it and took to the internet to complain. We spotted an opportunity to join the conversation and changed the decorations on our brewery to match the hideous tunnel ones, protesting that we wouldn’t change them back until the city followed suit. Our tweet went viral and gained over 92 million impressions. But most importantly, the city caved on fixed the decorations.
2018 Shorty Awards Gold - Call To Action
2018 Shorty Awards Finalist - Real Time Response
Budweiser :: VaynerMedia :: Harry Barron, Associate Creative Director