Bud Light Living wasn’t just a campaign. It was a call to action for millennials to embrace life to the fullest. Built on the insight that true wealth comes from unforgettable experiences, we didn’t just tell people to live it up—we made it happen. From $10,000 shopping sprees in NYC to a whirlwind 24 hours in Vegas or even a house party hosted by Steve Aoki, the Living Line rewarded real people with experiences of a lifetime. By celebrating and rewarding the elite athletes of living, Bud Light energized a generation and established itself as the beer of epic experiences.