Made by Failure is a movement rooted in honoring what failure can create in our lives.
The campaign's goal is to encourage young adults to recognize and understand that their stumbles are but small missteps on a path to something greater.
Why focus on failure? The company that eventually became Budweiser nearly went under at its start, but the founders persisted and went on to create an American icon despite it all.
Case study
Manifesto
Messages of encouragement that tell the tale of Budweiser's near collapse.
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OOH
Short, thought-provoking reminders for passersby to ponder while going about their day.
Instagram series
The stories of three individuals who didn't let their failures define them.
Made by Failure Project
An initiative to give shuttered small businesses a new lease of life through internal restructuring and financial relief.
Madebyfailure.com
An auto-populating microsite that pulls user-submitted Tweets using the hashtag #MadeByFailure to share personal stories of overcoming obstacles.
Drizly partnership
A special edition 24-pack made in collaboration with the alcohol delivery app Drizly that consumers can send to anyone who could use a little pick-me-up.
Budweiser HQ internal restructure
We made celebrating failure a central part of Budweiser's company culture by creating a mural inside the headquarters with the Made by Failure manifesto, along with weekly social events where employees can share their own stories of overcoming obstacles and how each helped them grow.
