The legendary Michael Jordan said that “the ups and downs are part of the game, but they should never come due to lack of effort. Up or down, the effort must be maximum every night when you go out on the court. If you are up to stay there and if you are down to get out of there.” This phrase largely reflects what drove Jordan to fight every day on the court. And the fact is that effort, the capacity for sacrifice and confidence in one’s own talent are inescapably linked to success in sport and art. We have many references for this.
Soccer players, for example. They already learn in the lower categories that to become a professional you have to dedicate hours. LaLiga matches are proof of that perseverance and capacity for sacrifice. The same goes for other disciplines, including music. It is true that effort is not always synonymous with success, but what is certain is that the journey is always worth it. For this reason, Budweiser now wants to recognize the efforts of all those who do not give up, in football, music or any other discipline, and reward the sacrifice and perseverance of these dreamers.
The beer brand is once again committed to supporting innovative formats that at the same time serve to create spaces in which young artists can unleash their talent in any discipline of the so-called “urban culture” such as fashion, electronic music, hip-hop…
Precisely, to fulfill this purpose, they have just launched in Spain Greatness is in Your Hands, a global initiative that seeks to encourage people to fulfill their dreams and they do so by giving a voice to creators from all over the world. A campaign that has its origins in a platform launched by producer, composer, instrumentalist and director Anderson .Paak.
Your success story can be a stimulus to encourage other “dreamers” to take advantage of the opportunities that life presents to them to turn their passion into greatness. To inspire them at all times, we want to bring them closer to references who have fulfilled their dreams with perseverance and dedication,” says Todd Allen, vice president of Global Marketing at Budweiser.
The idea is to invite creators from all over the world to be part of this global movement. Allen details that the process will be based on “a contest in which our followers from different parts of the world will be able to demonstrate their talent and passion,” he concludes.
The Californian Anderson .Paak released Malibú in 2016, since then considered one of the reference albums of new urban music and since 2021 he has been working together with Bruno Mars, in a duo called Silk Sonic. In the video for Yours to Take he has brought together the French soccer freestyler Sean Garnier, the Brazilian rapper Xamã, the Swedish fashion designer Julia Dang, the Colombian graffiti artist Wanda Pot, the Argentine singer Lara91K, the Brazilian graphic artist Gabriel Massan and the drummer British Louise Bartle.
Artists from different disciplines from around the world who have achieved success thanks to their effort and desire to improve collaborate in the video for La grandeza es en tus manos. They are true stories of creators who believed in what they did without caring what others told them. It is much more than a campaign; It is the vindication of urban culture in a real and direct way that transmits the message of an independent generation that fights for what it believes in and regardless of what others think and say.
With this initiative, Budweiser wants to once again demonstrate its support for all those leaders of urban culture who have pursued their goals without giving up and invite everyone to celebrate with a beer the success of those who strive every day. To this end, it will organize BUDX, an event that will bring together creators and followers of the brand in Spain and will feature, among others, Recycled J, who will reveal a new theme exclusively to attendees.
However, and although it is very good to celebrate the triumph of talent, it is even better to promote it so that it can shine. That is why the campaign does not stop there and the beer brand will launch a series of activations through its social networks, both in Spain and worldwide, to give the opportunity to all Budweiser creators and followers who are part of This global platform that wants to inspire people to fulfill their dreams.
Success is not an unattainable fantasy or a gift that falls from the sky to a privileged few. Behind success there is always perseverance, renunciations and moments of doubt and reaffirmation. “This is the case of Séan Garnier, one of the international ambassadors of the campaign and a true inspiration for everyone, since his experience shows that, with work and confidence, you can go far while enjoying the journey,” recalls Mercedes. Valdés, director of the Budweiser brand in Spain. There is also room for joy, satisfaction with the result achieved and the desire to continue achieving success. Football and LaLiga have taught us this on various occasions, but this phenomenon is infinitely more global.
