BLDB PRIDE
Engine Shop
Bud Light has been a GLAAD sponsor and a key supporter of the LGBTQ+ community for over 20 years. To kick off the 50th anniversary of Stonewall and NYC’s first time hosting WorldPride, the ES team helped re-concept the Bud Light Dive Bar activation at Gov Ball. On June 1st, the second day of the festival, we flipped the entire Dive Bar space to reflect this celebration.
We canvassed the build with flags that represented the diversity of the LGBTQ+ spectrum and wheat pasted vintage Bud Light Pride posters that showcased the brand’s history of allyship. New engagements, including a GLAAD donation cash cube, LGBTQ+ customization options in the accompanying stitch shop, and a custom built photo moment featuring LTO Bud Light Pride bottles created a truly celebratory space. More importantly, the Dive Bar’s transformation was recognized by consumers and media as an inclusive space, one that made the LGBTQ+ community feel welcome and seen, as mentioned in an interview conducted by Adweek.
