Natural Light: Natty Light summer intern

Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.

Campaign details

Brand: Natural Light Agency: M&C Saatchi Sport & Entertainment

Assignment and Challenge to Overcome

The job market for young adults these days is notoriously difficult - the unemployment rate for recent college grads is rising year-over-year and is actually higher than that of the average job seeker (DATA SOURCE). So, Natural Light launched a campaign centered around finding a summer internship, a relatable issue to our young, 21+ consumer who recently or is about to graduate. The campaign needed to be authentic to Natty and garner earned media attention by doing what Natty...

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