BUDWEISER CNY CAMPAIGN

THE ANTS



Chinese New Year isn’t just the most important holiday in China. It’s also the busiest time for advertisers. Over the past few years, advertising that tells earnest, tear-jerking stories has become the norm despite it being a time of celebration.
To cut through, we need to find a completely unexpected way to tell the budweiser CNY story. The budweiser “ants” ads were incredibly popular in China.
Even though they haven’t been run for over a decade, many still recall them as the most memorable icon of budweiser. It’s never been a better time to bring the ants back.

The ants epic journey home


This CNY, a group of ants who work in a big city take the train back to their hometown ant hole. Of course they could never forget their most precious new year gift...
A single bottle of Budweiser! 
Along this epic journey they must work together to protect the bottle from being taken away by anyone and everyone along the way




Last revision: July 2020