Budweiser Recup Arena

The 2018 FIFA World Cup left in its wake unforgettable moments… as well as 3 million Budweiser plastic cups. Instead of just throwing these away, the brand together with BOOTLEG Agency decided to do something special and used these cups to build Recup Arena, a football pitch made entirely out of recycled materials – Budweiser Recup Arena.

The red-and-white polypropylene cups were melted down into granules and then stretched into threads that would go into making the 65 x 34 meter pitch, with the subs’ benches and even the drainage system also made of recycled beer cups.

Credits
Campaign: Budweiser Recup Arena
Entrant Company: BOOTLEG
Creative Director BOOTLEG: Alyosha Starodubov
Senior Copywriter BOOTLEG: Nikita Nikiforov
Senior Art Director BOOTLEG: Anton Chalov
Marketing Manager for BUD, AB InBev: Aleksander Nikiforov
Marketing Director Russia, AB InBev: Konstantin Tamirov
Corporate Social Responsibility Manager, AB InBev: Tatyana Polyakova
Senior Brand Manager BUD, AB InBev: Sergey Slepnev
Brand Manager BUD, AB InBev: Evgeny Volkov
Senior Media Manager, AB InBev : Yuliya Biletskaya
External Communications Manager, AB InBev: Evgeniya Litvinova
External Communications Specialist, AB InBev: Irina Shchukina
Managing Director BOOTLEG: Ekaterina Shenets
Client Service Director BOOTLEG: Vladimir Pervozvansky
Senior Account Manager BOOTLEG: Kseniya Rubtsova
Strategic Planning Director BOOTLEG: Roman Sidorov
Strategic planner BOOTLEG: Anastasia Stepanosova
Senior Producer BOOTLEG: Valera Gorokhov
Producer Assistant BOOTLEG: Diana Seifetdinova
Executive producer Save As It Is: Manu Meyer
Executive producer Save As It Is: Ivan Buralkin
CG Supervisor Save As It Is: Sergey Petrenko
Creative producer Save As It Is: Klavdia Shifr
Producer Superdesigners studio: Ilya Perevedencev
Executive producer Superdesigners studio: Valery Linchuk
Head of integrated communications PromoAge : Evgeniya Gorodnicheva
Group head of projects PromoAge: Anna Avakova
Senior project manager PromoAge: Yana Sorokina
Title: “Budweiser Recup Arena”
Product: Budweiser Beer
Advertiser: AB InBev

This campaign is about:
Outdoor, Experiential, Advertising, Marketing