Every so often, a close friend seems to be “lost”. He’s either hitting the books, working late or spending a lot of time with his girlfriend instead of his buddies. This campaign uses all media to ‘call out’ missing friends - by using Budweiser cases and digital/social avenues to draw submissions from groups of guys who want to call out a lost buddy. Then we use a mass media buy to enable these guys to make a public appeal to find these lost friends. The idea reinforces the brand vectors of camaraderie and genuineness and brings guys together.

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