Budweiser appears in many images of famous musicians from Jimi Hendrix to Mick Jagger, but the beer brand can’t legally use these images for advertising because of copyrights. They can, however, tell you where the images are, so they created a campaign that offered Google search terms to locate iconic images of their beer on the internet. Terms like “1978 Ballroom Holding Budweiser – search it” were plastered on billboards, bus stops and beer coasters throughout Sao Paulo, Brazil.

The campaign won numerous awards including a Cannes Grand Prix and four Cannes Silvers.