the red luck is yours to take

Showing the world that fortune isn’t given, it’s claimed.

Tết comes with a lot of things people are told to wait for: luck, money, love, better clients. We thought Budweiser could make it feel a little less passive. So we turned red from a symbol of good fortune into permission to go claim it, then carried that thought across films, gifting, social, games, and enough red to make every other Tết campaign nervous.