Budweiser Kings of Zero
Anomaly
Client: Bud Zero
To deliver a tribute worthy of hockey's passionate fanbase and the record-breaking star they were celebrating, we went straight to the 28 goalies who heroically survived his onslaught. We paid tribute to them with a personalized “King of Zero” can bearing their name and they, in turn, paid tribute to him, sharing their cans and stories and sparking a fan and media frenzy in the process. “The Kings of Zero” defied category norms with its athlete-driven storytelling and faithful dramatization of the product truth. Designed with hockey fans in mind, it turned a milestone into a shareable, unforgettable moment. A breakthrough idea with staying power - and Zero compromise.