Our understanding was to have urban protagonists as tools of connection and cultural engagement, identifying potential artists related to the basketball universe, and creating an idea that could be mobilized by the scenes.

Through culture network logic, we curated and created a crew in Rio de Janeiro that was connected to the brand and, through them, we developed a strategy to create and share relevant content that could elevate the event engagement. By co-creating with local collectives, they became protagonists in the journey, being responsible for inviting other people and artists from their community to mobilize Bud Vibes Rio, occupying the stage and schedule of basketball and other battles.

According to Budweiser team, the BUD VIBES Rio de janeiro was the event with the most amount of people and engagement of all cities in the journey.