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stevencymbler.com
branding : communication : design
Budweiser WC'22
Our experience in the sporting environment includes producing content for the Australia Olympics 2000 (e-Telegraph), London Olympics 2012 (design and creative pitch), and the 2010 FIFA World Cup in Brazil (groundbreaking Nike Global digital campaign, The Chance). Our challenge was to create, name, position and design a sports bar brand in one of the most popular first contact point locations for fans attending the FIFA World Cup Qatar 2022, Doha International Airport.
Naming: Branding: Messaging: Positioning : Art direction
The brand had previously ventured into the realms of a 'destination' bar but wanted to move away from the more edgy X, and towards a space that mirrored sport and football's core values of pride, heritage and authenticity.
We scrutinised the brand's backstory for pertinent words that bore the necessary resonance. In true wordsmith fashion, we did what no one had done in the brand's history, to delve deep into the history and brand-up a word within Anheuser-Busch's famous beechwood ageing process. By adding the S we flipped the original meaning and positioning to create a destination in its own right. A sports bar is born.
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