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Mad Decent x Bud Light

Bud Light reached out to Virtue, VICE’s inhouse creative agency to create an authenthic experience for people attending Mad Decent’s Block Party. With 22 shows, 18 different cities and 63 artists, people weren’t showing up and being excited about a big logo on stage. Instead, we gave block party goers something to talk about.

We teamed up with 14 different artists to create 31 different designs with 4 hero cans, Then we worked with Bud Light’s packaging and production crew, doing a deep dive into their canning and labeling processes, discovering a new way to create labels.

The result? 31 million unique label variations so no two cans were exactly alike, putting Bud light as the first to use this new packaging technology and giving fans a truly authentic experience.