The season to enjoy all of Earth’s most beautiful wonders has come: trees are changing the colors of their leaves, rivers are becoming clearer, and all of this comes in contrast with the strong blue shades of the sky. Quite a relaxing picture, isn’t it?

Autumn is a beautiful season and it gives Americans so many reasons to get outside and play. But if that does not motivate them enough to get out and enjoy the wonderful landscapes, then Busch’s newest suggestion might convince them (and us too): free beer, everybody! Now that’s a great motivator!

Busch Beer partnered with National Forest Foundation (NFF) and, with the creative help of Deutsch ad agency, the two launched an outdoor challenge campaign that invites American residents to celebrate nature’s treasures with a fresh and cold beer by their side. You know, just to keep participants cozy while they enjoy the view. So, crack open a cold one and get ready to see what Busch prepared for us.

The partnership with NFF allowed Busch to present its eco-friendly message. Or rather, a code. Six trees across the country were embellished with sort of a special medallion, courtesy of the beer brand. The person who finds a medallion has to email it to Busch to receive its prize: a full year’s supply of crisp, cold, and refreshing Busch Beer. The challenge started on September 25th, when the company revealed the location of all six trees with a series of clues that were posted on the brand’s Twitter account.

“There is nothing better than a crisp, cold Busch in the great outdoors, so who better to partner with than the National Forest Foundation — a group committed to the conservation and development of some of America’s most cherished public lands,” said Daniel Blake, Senior Marketing Director, Anheuser-Busch in a press release.

Hurry up, there are still two medallions left in the wild waiting to be discovered! Understandably, there isn’t enough free beer for everybody. But don’t despair, because the brand has another surprise for you. Instead of finding a winning tree, you can help Busch and NFF plant a new one instead. Doesn’t this sound much better?

So, listen up: starting September 25th and running until November 30, the company will donate a portion of 18-packs, 24-packs, and 30-packs of Busch and Busch Light to the NFF. The initiative is supported by the brand’s plan to support the restoration and enhancement of national forests and grasslands across the US, up to $175,000. As part of the new partnership with NFF, Busch aims to plant 150,000 new trees. And that, guys, it’s something big!

As part of the 360-marketing effort, Deutsch helped the brand initiate a tricky campaign to fool the viewers to do something good for the environment. Coming out of the hands of the New York-based agency, Busch presents the “Tree-Roll,” a clever ad campaign that comes as a YouTube pre-roll ad but hides an eco-friendly code within.

Viewers who decide to not skip the ad will have a tree planted by Busch on their behalf, equivalent to $1 donation to the NFF. This way, the brand gives people the power to actively contribute to the cause, in an unmistakably Busch way. Way to go, Busch!

Credits:

Client: Busch
NA Marketing: Marcel Marcondes
Value and Beyond Beer Brands: Chelsea Phillips
Director, US Value Brands: Daniel Blake
Brand Manager and Digital Brand Manager: Conor Mason

Agency: Deutsch
Office: New York
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Jeff Vinick
Creative Director: Heather English
Creative Director: Marques Gartrell
Copywriter: Breyden Sheldon
Art Director: Kelsey Heard
Director of Integrated Production: Joe Calabrese
Producer: John Hatheway
Assistant Producer: Halley Mangano
Director of Integrated Business Affairs: Maria Taris
Group Director, Integrated Business Affairs: Stacy Schwartz
Sr. Business Affairs Manager: Dawn Doumeng
Project Manager: Ashley Heisner
Account Director: Andrew Arnot
Account Supervisor: Madalyn McLane

Production Company: Steelhead
Director: Joe Pernice
Executive Producer: Jeff Morgan
Director of Photography: Tom Petersen
Editorial Company: Steelhead
Editor: Cohen Anderson
Assistant Editor: Matt Mullen
Post-Producer: Samantha Add
Executive Producer: Jeff Morgan
Telecine: Steelhead
Colorist: Juan Guzman

Original Music: JSM
Chief Creative Officer: Joel Simon
Exec Producer: Jeff Fiorello
Arrangers: Joel Simon, Nathan Kil
Producer: Norm Felker