40 Day Retirement

Bud Light X NFL Concept

In 2022, Tom Brady retired for 40 days then went back to his job like it was nothing. So, Bud Light will give fans a chance to retire from their job for 40 days to live out their “football retirement vacation” dream, catching primetime NFL games around the United States like the retiree GOAT they are.

Just Spec Work! This idea made it to the final two with Bud Light, and I felt like the idea was strong (and fun) enough to build out for myself.

Role: Concept, Art Direction

Announcement

Bud Light announces the 40-Day Retirement contest on before the season kicks off, asking fans to submit what their ‘Retirement’ email would look like if they won a 40-day football vacation on BudLight.com OR entering by using the Bud Light 40 Day Vacation filter and sending to Bud Light.

Building Envy

Out of home ads where it matters. When people are dreading going into work or have just gotten off and looking to celebrate their time off.

40 Day Retiree Winner

Prior to kickoff weekend, Bud Light announces the 40 Day Retiree, outfits them with the ultimate retiree travel gear, and flies them to attend their first game as the new 40 Day Retiree and Official Bud Light NFL Correspondent.

LTO Cans for each team

These are released for the season and are inspired by suitcases with destination stickers but designed for each team with phrases, chants, sayings, etc from each team.

Kickoff Retiree Tailgate Parties

For kickoff, Bud Light will reward the 40 Day Retiree with a Bud Light ‘Retirement’ Party outside of various NFL stadiums. The winner will be highlighted during the game with ways fans can enter and join the retirement party too.

Sustain Through the Season

To keep the fun going throughout the season, the 40 Day Retiree will document their 40 Day Journey at each stadium they visit. With that, they’ll post ways fans can win Bud Light prizes, invites to the 40 Day Retirement parties happening in each city the 40 Day Retiree visits. Each stop will feature events and parties unique to the city and special appearances from retired NFL stars like Chad Ocho Cinco, Drew Brees, and Brett Favre.