4EVER Kevin Harvick with Busch Light and Budweiser
The 6th Annual Awards
- Most Creative Partnership
ABOUT THIS ENTRY
In Kevin Harvick’s final year of full-time NASCAR racing, Stewart-Haas Racing and Anheuser-Busch brands teamed up to honor the future hall of famer with two campaigns that defined his legendary career. We are submitting them to the most creative category because of how flexible A/B was with their assets.
How does this represent “Excellence in Engagement”?
These two programs show a valuable partnership with an understanding of each others goals. We banded together with Busch Light and Budweiser to honor moments in history that mean so much to our race team, their brands, and NASCAR fans.
Objective
In January 2023, Kevin Harvick, our driver of the No. 4 in the NASCAR Cup Series, announced he would be retiring at the end of the season. Harvick had been our flagship driver at Stewart-Haas Racing, amassing 60 Cup Series race wins (10th on the all-time win list) and the 2014 NASCAR Cup Series Championship.
Harvick came into the sport in unfathomable circumstances, climbing in the car of Dale Earnhardt Sr. after he tragically passed away in the 2001 Daytona 500. He took on pressure most people wouldn’t—but he didn’t just take it on; he honored Dale Earnhardt respectfully, helped heal a fanbase, and created his own legacy.
Harvick became one of NASCAR’s greatest drivers because of his start in the NASCAR Cup Series after Dale Sr passed, his quick success, and his fiery attitude. He broke records, won races, built a fanbase, delivered for his partners, and became a NASCAR Cup Series champion.
As part of his retirement campaign, we partnered with long-time team partner Busch Light to pay tribute to Harvick. With Anheuser-Busch’s two brands playing massive roles in Harvick’s racing career, there were two tentpole moments during the 2023 season.
Strategy & Execution
Anheuser-Busch has been a long-time partner of Kevin Harvick. During his last season, they understood the power of their platform and racing assets and used them creatively in two key moments to create emotional, significnant moments:
No. 29 with Busch Light at the All-Star Race After climbing into Dale Earnhardt Sr.’s car after he passed, Harvick took the No. 29 car to a historic victory for his first win. In his final season, Harvick wanted to race his former number one last time. Together with Busch Light, we changed Harvick’s number from No. 4 to No. 29 for the All-Star Race. This is like a player changing a jersey number for one game—it does not happen in our sport and is a HUGE deal.
Championship paint scheme with Budweiser Harvick took a bet on himself and move to Stewart-Haas in 2014. And in just his first year, he won the championship. It was a win that will 4EVER define Harvick’s legacy. Busch Light wanted to commemorate his championship and honor the season. Busch Light passed along their race to their sister brand, Budweiser. The No. 4 Budweiser returned one last time at the track where it raced to victory.
Organizations
- Stewart-Haas Racing
- Anheuser-Busch
- Busch Light
- Budweiser
Links
Featured
- Kevin Harvick
Credits
Jess Smith
VP, Brand & Digital Strategy
Stewart-Haas Racing
Jacob Daniel
Video Producer
Stewart-Haas Racing
Hannah Gentlesk
Social Media Manager
Stewart-Haas Racing
Jarret Inesedy
Video Producer
Stewart-Haas Racing
Derek Lynn
Senior Designer
Stewart-Haas Racing
Jayme Avrit
Senior Director, Partnership Marketing
Stewart-Haas Racing
Bradley Sisson
Manager, Graphic Design
Stewart-Haas Racing
Krystyn Stowe
Head of Marketing
Busch Family Brands at Anheuser-Busch
Christina Danko
Brand Manager
Busch Light at Anheuser-Busch
Joe Glynn
President
Sponsor Services
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
