Short List – 2019 Clio Budweiser Emerging Creative Award
This Bud Light is for You
Outdoor lampposts that help light the way home.
BRIEF
Budweiser is donating 175,000 MWH of clean electricity derived from Budweiser’s own Wind Farm at Thunder Ranch in Oklahoma.
CHALLENGE
Approximately 45% of women in the United States do not feel safe walking alone at night. This fear is not unfounded, as statistically, one in five women will be sexually assaulted in their lifetime.
INSIGHT
A six-month randomized controlled trial conducted by the New York City Police Department found that public housing with better street lighting experienced significantly lower crime rates.
SOLUTION
The Bud Lights are outdoor lampposts powered by the wind farm that help light the way home for women in impoverished neighborhoods in America. To launch the initiative, we will host outdoor block parties across the United States on the shortest day of the year, Winter Solstice, and invite the media to broadcast live.
The Bud Lights automatically turn on at night and are equipped with sensors that track the number of pedestrians who have safely walked the streets.
This number will be displayed in real time on street-level digital boards.
A plaque will be installed on every pole to commemorate this initiative.
For Phase 2, we will expand the Bud Lights to basketball courts and other facilities in these neighbourhoods to light up the community.