For 40 years, Budweiser has had one of the best seats in football: right on the pitch. To celebrate four decades with the FIFA World Cup, Budweiser revisited iconic photographs from tournaments past and uncovered a campaign hiding in plain sight: its pitch-side advertising boards, captured in the background of some of football’s most memorable moments. Proudly on the Pitch brought those boards back into the spotlight, turning historic World Cup photography into out-of-home advertising once again.