Budweiser Royale — Robyn Phillips

Robyn is a Freelance Art Director and award-winning Film Director. Having previously worked with clients such as Volkswagen, ABinBev, Sanlam Group, Heineken Company, Unilever, and Coca-Cola company. Robyn is a huge activist for diversity and inclusion, having co-founded the Mental Health Committee at M&C Saatchi Abel Africa. Outside of the 9-5, Robyn is on the board and the Creative Lead of Touch South Africa - an organization focused on enabling young African talent into the creative industry. 2021-2022, Robyn sat on The Loeries Youth Committee, a board of 15 talented creatives under 30 from Africa & the Middle East. Outside of the creative industry Robyn is a volunteer at TEDxCapeTown and leads the Speakers portfolio. She is currently the writer and director of a collection of short films, and aims to be a screenwriter and film director.

Budweiser Royale. Pitch and Launch.
Dentsu

Art Direction

Campaign Insight
In Nigeria, first impressions define status. From royal ceremonies to traditional introductions, how something arrives determines how it will be respected.
Budweiser Royale needed more than a launch campaign — it needed an entrance worthy of royalty.

Campaign Idea
We won the pitch with ALL RISE — an idea built around the arrival of a new king. To welcome the new "King of Beers", we proposed bringing together the largest gathering of Nigerian royalty ever assembled, alongside modern cultural kings from music, fashion and sport, transforming a product launch into a national moment with Guinness World Record ambitions