bud light dude

Tasked with extending Bud Light’s popular “Dude” TV commercials into the digital arena, I developed a way to build on both the essence of the campaign and the social nature of the brand itself. From “The Call of Dude” (a web-to-mobile application that proves the word “dude” can indeed be employed to convey almost anything) to “Check Your Dudeness” (a strange but ultimately scientific set of stimuli that decodes a person’s innate “dudeness”) to a video page for circulating favorite Dude moments, every interaction on the site is designed to let users share a Bud Light-branded laugh with friends. (Kind of like buying a round of beers without ending up with that annoying bar tab.)

Call of the Dude mobile application allowed users to share Dude messages with one another via the website. Simply decide what type of message they want to send and a cooresponding "duuuude" is heard by the receiving friend followed by a text message with the explanation of its meaning.

The Dudeness spread to online advertising where I created video ad banners that engaged viewers by imparting "Dude Wisdom" on the page itself.