Get Social


Whatever, USA / Experiential

Whatever, USA INFO

Project : Bud Light's Whatever, USA

Client : Anheuser Busch

Bud Light is the beer for people who are up for whatever, so they built Whatever, USA, a town for those same people. Over 200,000 consumers auditioned for the chance to travel to Whatever, USA and experience the weekend of Whatever that Bud Light put together. Think of it as adult summer camp, meets Burning Man, meets Lollapalooza, meets raging block party and you will still be eons away from imagining what we had in store for the 1,300 consumers and 5,000 locals we invited to this crazy weekend. The attached video is a small window into the immense amount of work and creativity that went into making this project a reality.

My Work:

  • Concept development
  • Creative direction
  • Character development (ask me more about this!)
  • Casting
  • Talent management and direction
  • Live event production

For more information on my role on this wild and continuing journey, read my harebrained blog on the subject. And check out Contend’s coverage of the event.

Experiential Agency: Mosaic Sales Solutions
Official Campaign Site (age verification required)
Featured music: 
Vice Ft Mike Taylor – World is our Playground

Campaign Won Event Marketer’s Grand Ex Award for the Best Experiential Marketing Program of 2014