Labatt Breweries of Canada

As a sponsor of the FIFA World Cup, Budweiser needed a digital program that connected with soccer fans while breaking through the clutter of the other World Cup advertising.

The Show Your True Colours Facebook app allowed fans to virtually paint their faces in the colours of their team. After uploading their picture, people picked which country they were supporting, and then chose from a range of pre-designed patterns or created their own design. The photo could be made into their profile picture, downloaded as a card or shared with friends.

Fans’ completed photos were added to a mosaic of their team’s flag. Users could view the 32 flags and scroll through all the uploaded fan photos. Out-of-home, transit and print executions all carried the same painted faces and referenced Show Your True Colours.

The app was originally created for Canada, but Grip was asked to build it for other regions, including the U.S., Puerto Rico, Argentina, Bahrain and Budweiser’s global World Cup page.

In all, over 2.65 million faces were painted, over 960,000 people became fans on Facebook and Budweiser’s Canadian sales increased 14% during the campaign.