The Best Billboard I Saw Today

Busch Turns Saskatchewan Fields Into Giant Cans

Busch Canada decided to skip the traditional billboard and go straight to the source—literally. To launch its limited-edition Farmer’s cans, the brand partnered with Saskatchewan growers to transform massive hay bales into giant “Baleboards,” bringing the can design to life right in the fields where the barley is grown. Even better, farmers were paid standard market rates for the space, and after the response, Busch plans to put 10% of its national media budget toward expanding the farm-grown ad network next year. Now that’s what you call field work.

Busch