• The Team.

Creative Budweiser campaign shot by candela.



David, alongside it’s client Budweiser, developed a creative campaign where Candela was selected as collaborator in the production of this controversial approach encouraging to drink wisely during Halloween.

The concept consisted of looking for real people that had actually been arrested in years past, for minor infractions, during the week of Halloween. A mug shot was recreated to encourage the consumer not to commit the same mistakes as the characters that were photographed.

It took working with attorneys, searching public records, web sources and enlisting a casting agency to find our “talent”.

For Candela, the task was to recreate the mug shots making them look as real as possible and not produced. Working with the proper lighting, make-up, wardrobe and post made it possible for the images to look credible.

CASE STUDY

PR AND ARTICLES

Adweek

AdAge

AdRuby.com

Marketingdive.com

TargetMarketing.com

Anheuser-Busch

Clube de Criação

Muse by Clio



BTS

CREDITS

AGENCY: DAVID The Agency

Global CCO & Partner: Pancho Cassis

Global COO: Sylvia Panico

Group ECD: Tony Kalathara

Group Creative Director: Danny Alvarez, Fernando Pellizzaro, Jason Wolske,

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

Head of Account Management: Carmen Rodriguez

Group Account Director: Gabriella Fabbro

Account Management Supervisor: Monique Beauchamp

Account Supervisor: Carolina Foster

Head of Global Production: Veronica Beach

Senior Producer: Ally Churchwell, Renata Neumann

Producer: 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


PRINT MECHANICALS:

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