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As the Rio Olympic games played out across American television sets, our nation watched as human achievement was re-defined, and Team U.S. A. won ours hearts and minds.
Budweiser wanted to celebrate the dedication and resiliency by supporting seven athletes from the Olympic and Paralympic U.S.A Teams. Budweiser and design agency Jones Knowles Ritchie commissioned famed French illustrator, Malika Favre, to create a mural of Olympic proportions.
Budweiser affirmed its place as the iconic American brand by creating a hand-painted mural in the heart of New York City.
Using the Summer 2015 and Summer 2016 packaging as a stylistic springboard, Jones Knowles Ritchie worked with Malika Favre to create a piece of art bold enough to be unmistakably Budweiser and heroic enough to honor our athletes. Malika’s bold, minimal style – often described as Pop Art meets OpArt – is a striking lesson in the use of positive/negative space and color.
The seven athletes are super-human as they stand several stories tall, looking out at the city. Each athlete is dressed and posed as if ready to take on the opposition, a testament to their strength, endurance and hard-working ethos.
In addition to the New York mural, the artwork was translated into digital banners and social content for the duration the Games.
From May to August 2016, the colossal athletes stood watch over Manhattan. Looking out over Madison Square Garden and Penn Station at one of New York's busiest intersections, the mural was visible for more than 1/2 mile. It’s one of the largest wallscapes in the world, soaring 225 feet into the air.
It garnered more than 9 million impressions.