Bud Light // High Five League

Some ideas are strategic. Some are stupid. The best ones are usually both.

The Bud Light High Five League was a user-generated competition built around one of the most universal celebrations in sports: the high five. Fans uploaded photos and videos of their most ridiculous high fives, then the crowd ranked the best, weirdest and most impressively unnecessary displays of hand-to-hand excellence.

The idea extended across an easy-to-use-yet-ridiculously-complicated site, video, display, social, custom press kit and an official handbook that gave the whole thing just enough fake legitimacy to make it feel real.