2019 Winner
Michelob Ultra
Michelob Ultra x Running
FCB Canada
GoldProducts and Services - Best in Alcoholic Beverages
People are becoming more health conscious and drinking less beer, which made Michelob Ultra’s ambition to become the fastest-growing “easy drinking lager” by 2020 especially difficult. To prove that fitness and beer aren’t strange bedfellows, the light beer brand positioned itself as the “fitness beer” for runners. Partnering with The Running Room, it launched the Michelob Ultra Night Run, a six-city event that rewarded runners with a medal that doubled as a bottle opener. And on Global Running Day, the brand invited people to take part in #GlobalRunningNight where Michelob Ultra beer lockers that were placed on running routes could be unlocked with a code released on Twitter. The program increased volume growth by 60% and helped make Michelob Ultra the fastest growing beer in the country.
Credits
Agency: FCB Chief Creative Officers: Nancy Crimi-Lamanna, Jeff Hilts | Group Creative Director: Andrew MacPhee | Senior Art Director: Naeem Walji | Senior Writers: Jason Soy, Brahm Finkelstein | VP, Managing Director: Tracy Little | Account Director: Alex Pente | Account Supervisor: Samantha Sabatini | Account Executive: Chris Flynn | Broadcast Producer: Katherine Forester | Print Producer: Bruce Ellis | Project Manager: Adrian Bailon | Chief Strategy Officer/Sr Planner: Shelley Brown | Senior Planner: Shelagh Hartford | Production Company: Radar | Executive Producer: Stef Fabich | Line Producer: Katherine Forester | Director: Scott Drucker | DOP: Scott Drucker & Jonathan Garofalo | Editing House: Radar | Editor: Jonathan Garofalo & Matthew Johnson | Transfer Facility: Alter Ego | Colourist: Patrick Samaniego | Online Facility: Radar | Music House: Apollo | After Effects: Jonathan Garofalo & Matthew | VP, Marketing: Todd Allen | Director of Marketing: Becky Lindsey | Brand Manager: Julie Grant | Brand Manager: Nick Skotidas
Media Agency: Vizeum | Vizeum Canada
Samantha Monteiro | Manager, Communications Planning
Chris PALLOTTA | Manager, Communications Planning
Nykolai Hrytsyk | Associate Director, Vizeum Canada
Steven White | Account Director
PR Company: Veritas | Senior Account Manager: Leanna Rizzi | Account Coordinator: Jessica Walcot
Activation Marketing: Flow Marketing | President: Ted Jarvis | Senior Program Manager: Anna Misheal | Director of Operations: Joanna Carey | Marketing: Monique Kelly
Activation Marketing: Mosaic | Senior Account Manager: Rob Walsh
D-Labs Aerial Photo + Video | Drone Operators: Danny Karaiskakis, Shale Rosen | Lead Visual Observer: Andrew Yablonski | Visual Observers: Chris Spagnola, Jordan McPhail