Bud Light Friendship Test: Help Nana Move

For the past two years, Bud Light has become known for testing the strength of alliances on unsuspecting pals.

For this campaign, which debuted on National Friendship Day, Bud Light wanted to stage the ultimate test to determine just how far a friend will go to help you out.

Helping a friend move can be a test all on its own, but the very best of friends wouldn’t only help you—they’d also do it for your Nana.

Alkemy X was invited to collaborate on executing the logistics of the elaborate stunt and tasked with filming and editing the creative.

The set up took place in an old house with a cast actress who assumed the role of “Nana.” Three different real people, all close friends with Ben, would come to the door and then be challenged with putting up with pushy “Nana” and moving all of her stuff which included large, heavy, awkward shaped objects down stairs. If any of these friends could complete the tasks, they would receive a year’s supply of Bud Light.

The key to the success of the stunt was for the friends to not realize they were being tested and couldn’t know that they were being filmed. Alkemy X planned the entire event over the course of one long day and systematically lured the real friends to Nana’s house. The team documented each friend’s experience with over 20 hidden cameras installed in the house. The cameras were connected to a central makeshift control center located in a hidden upstairs room, where Ben and the Bud Light and Wieden + Kennedy clients were able to keep tabs on all of the action.

The campaign was seeded with the hashtag #Friendshipday and was wildly successful throughout social media.