Bud Light
We were asked to convert an abandoned parking lot in downtown Phoenix into an action-packed, weekend party!
Just six months after the popular Whatever, USA in Crested Butte, Colorado, Bud Light decided to throw another blow-out event but for a new crowd. Repurposing assets from Whatever USA, forty-seven thousand square feet of real estate was transformed into an immersive Bud Light experience.
Hargrove created a contained branded party while leaving enough open space for two full days of engaging activities. In order to maintain the safety of the four thousand attendees while still making sure they had the time of their lives, our designers took a unique approach.
This event was an innovative evolution of Bud Light’s innovative Whatever theme.
The House of Whatever Super Bowl Party was an opportunity to celebrate the success of the campaign while also launching new branding. To cost-effectively promote the event there was a media-only soft opening on Thursday in advance of the big game weekend. By Friday morning, Bud Light was trending on social media in anticipation of opening night.
