Case 02 — Budweiser / AB InBev · Africa · 2025

One Second Ads

Motion design for Budweiser's one-second ads: the opening note of an iconic song, built to land in a single frame.

Cannes Lions 2025 — Grand Prix — Audio & RadioCannes Lions 2025 — Gold — Audio & RadioCannes Lions 2025 — 2× Silver LionCannes Lions 2025 — 2× Bronze LionThe One Show — GoldThe One Show — BronzeClio Awards — SilverD&AD — Shortlist

Play case film — sound on2:03

Client

Budweiser / AB InBev

Agency

Africa Creative DDB

Edu's role

Motion Design

Year

2025

The brief

Brazilian broadcast law lets a one-second ad run uncut. Budweiser wanted to own the format.

The idea

Each ad is the opening note of a song everyone knows, and nothing else. One second is enough when the audience completes the rest.

What I did

Designed and animated the visual system that makes each one-second fragment read as Budweiser: type, color and motion built to land in a single frame. Everything engineered for recognition at speed. The brand cue has to hit before the second is over.

Result

Grand Prix and Gold in Audio & Radio at Cannes Lions 2025, with two Silver and two Bronze Lions, plus wins at The One Show and Clio and a D&AD shortlist.

119%more views than benchmark

68+million impressions in the first two weeks

Describedby One Club as the biggest one-second campaign to date

Credits

Agency — Africa Creative / São Paulo

Client / Brand — Budweiser / São Paulo

CCO — Sergio Gordilho

Co-CCO — Nicholas Bergantin

ECD — Rodrigo Barbosa

Creative Directors — Hélio Maffia, Yllo Pedra

Art Director — Maicon Gomes

Associate Creative Director — Guilherme Portugal

Copywriter — Lucas Alcorta

Editor — Fernando Ávila

Motion Design — Edu Menezes

Motion — Diego Oliveira, Felipe Macedo

Creative Producers — Giovanna Lima, Lais Cattena, Raquel Martins

Production / RTV — Rodrigo Ferrari, Tais Olhiara, Nathalia Trindade

Production Assistant — Valentina De Luca

Project Manager — Theo Etlin

Client Service — Ana Carolina Andrade, Cindy Fujii Matsu, Carlos Barnabé, Vitória Silano

Approved by — Daniel Wakswaser, Mariana Santos

Planning — Pedro Fernandes, Wes Gagliano

CSO — Ana Kuroki

Media Team — Thiago Martinez, Renan Soares, Bruna Morales, Caio Freitas, Giovana Barreto

VP Media — Pedro Eustachio

Content Leads — Gustavo Stevanato, Victoria Freitas

Creative Content — Juliana Leite

VP Content — Patricia Colombo

Special Projects Director — Lica de Souza