Agency Phibious Creative Direction Vuong Nguyen, Loi Ho, Dalischa de Kok Art Direction Vuong Nguyen Copywriter Vuong Nguyen, Loi Ho Production House 8 Studio (former of PlanA) Director La Dzung DOP Hoang Chaizee Executive Producer Angel Uyen Nguyen Producer Lory Oggia Producer assitants Thụy Phương, Lani Linh Vu, Nguyet Thai Account team Jon Wong, Kiet Pham
THE CHALENGE | Budweiser is renowned globally for its distinct beechwood brewing technique and flavor profile. In Vietnam, however, consumers frequently viewed it as just another standard imported American beer brand.
The goal was to establish Budweiser as a bold declaration of freedom, authenticity, and individuality, echoing the core identity of the brand. Additionally, the brief presented an opportunity to subtly address a giant competitor: Heineken, following their imitation of a prior campaign video online.
THE SOLUTION | The campaign introduced #samesameBUDdifferent.
The launch on Facebook initially highlighted how Budweiser stands apart through its ingredients, brewing methods, aging duration, and quality standards.
This transitioned into a core manifesto video featuring three prominent Key Opinion Leaders (KOLs) recognized for their distinct authenticity. Each shared personal perspectives on individuality, inspiring audiences to embrace their true selves.
Following the manifesto, additional influencers began recounting personal, previously unshared experiences about remaining true to their values despite societal norms.
THE RESULT
Top 2: Ranked among Budweiser Vietnam’s most-watched videos.
2.5 Million: Facebook views achieved within the first week, including 21% organic viewership and nearly 1,800 shares.
33 Million: Total Facebook post reach, establishing it as one of the most widely discussed beer campaigns in the market.
Beyond media metrics, #samesameBUDdifferent organically integrated into everyday consumer culture, with users adopting the hashtag across personal social posts to highlight their own individuality.
The funny thing is a lots of people believed this campaign, especially the tagline #samesameBUDdifferent was adapted from regional or global.
No, it written here, by us. #Proud
Budweiser #samesameBUDdifferent official video from Vuong Nguyen on Vimeo.
#samesameBUDdifferent Manifesto | Director’s cut from Vuong Nguyen on Vimeo.
The campaign reached 33 millions on social media. The manifesto become #2 most watched video of Budweiser with 2,5 million view on first week. And the youngsters started parody the Budweiser’s stars with hashtag #samesameBUDdifferent everywhere.
