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Drink Beer Out of a Race Car Thanks to Busch

NASCAR sponsor turns parts from Kevin Harvick’s 2018 race car into limited-edition cans with the help of Deutsch NY.

As the official beer of NASCAR, Busch is marking its 40th anniversary at Daytona in an infinitely more engaging way than simply slapping its logo across the event. 

Yes, thanks to the creative brains at Deutsch New York, fans now have the the unique opportunity to drink the sport they eat, sleep, and breathe - by cracking open a crisp, cold can of Busch constructed from NASCAR driver Kevin Harvick’s #4 race car.

But you'll have to be quick - and lucky - to get your hands on this little piece of motor-racing history, because there are just 40 cans available in the Car 2 Can collection. The limited-edition products, which are made up of a combination of sheet metal and carbon fibre, were put together by design firm Factioned, with the entire process captured in a case study video [top]. 

 

  

Next week [February 17], Busch is inviting nearly 10 million Daytona 500 viewers to play a live trivia contest for a chance to win one of the cans. To get involved, follow @BuschBeer on Twitter, watch Daytona 500 live and answer a series of trivia questions that'll be displayed on screen, using the hashtags #Car2Can and #BuschContest

Consumers can also score a can via Busch’s charity auction ahead of the contest at Daytona. The first can of the collection will be offered to the highest bidder on February 11 at rallyup.com/car2can. All proceeds will go directly to 'community beautifying' initiative Keep America Beautiful (KAB) and be matched dollar-for-dollar by Busch. 

“We wanted to do something for the hardcore fans that had never been done before, and give them a chance to hold the sport they love,” said Daniel Blake, senior marketing director, Anheuser-Busch. “This year marks the 40th anniversary of our first Daytona 500, so we created the 40 collector’s edition cans to give a piece of the sport back to the fans that have been there every step of the way.”

Creative connections

  • Grade Chimney
  • Agency Deutsch Inc.
  • Production Steelhead
  • Colourist Lez Rudge
  • Chief Creative Officer Dan Kelleher
  • Executive Creative Director Jeff Vinick
  • Creative Director Marques Gartrell, Heather English
  • Art Director Ashley Centrella
  • Copywriter Breyden Sheldon
  • Director Jeff Morgan
  • Director of Photography Thomas Petersen
  • Post Producer Zackery Herpy
  • Editor Pete Slife
  • Designer Jonathan Boffa
  • Head of Integrated Production Joe Calabrese
  • Head of Design Roger Bova
  • Director of Digital Daniel Murphy
  • Digital Director of Technology Husani Oakley
  • Digital Producer Jennifer Byrne
  • Design Factioned

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