Taking Budweiser's World Cup Campaign Nationwide

Budweiser needed a T20 World Cup 2026 campaign that could live on the street, in pubs, and on national newspaper covers while cricket owned the cultural calendar. Omnicom partnered with Vinci on the stills set.

Cricket audiences on the street, in pubs, and in print during the tournament were the audience. The brief was a cohesive visual system, not a single poster: digital statics and newspaper covers had to match large-format outdoor so every touchpoint felt like one World Cup campaign.

Vinci Studios made the stills with Omnicom. Deliverables were key visuals for hoardings, standees, and national newspaper covers. More than ten key visuals fed those channels, as noted in the approach on file.

We worked in Vinci's hoarding workflow rather than consumer-grade image tools that often top out at 4K or 8K. That choice was about skin, type, and print detail still reading on a board and on newsprint.

Approach was to build the cricket story in layers: hero newspaper pages, out-of-home boards, and supporting frames that could rotate through the tournament window. The cover on this page is the Times of India World Cup placement; additional stills below show OOH and print variants from the same commission.

The campaign reached more than 1 billion eyeballs on the approved public metric. That figure is campaign reach from intake, separate from any single board photograph.