Michelob Ultra, in partnership with creative independent agency GUT Mexico City, launches its newest campaign, called, "Train your FUN Side," introducing the brand's first-ever … read moreunique 'dry-fun' sportswear collection called "Michelob Origins." The campaign aims to challenge preconceptions of well-being, as well as balance the scale between fit and fun, showing how working out, including what people wear during their workouts, doesn't have to feel like a routine, but can actually be as unique as that person is every single day. The “Train your FUN Side” campaign film highlights the repetitiveness of different workout routines and the lack of individuality when it comes to the clothes people are able to wear while working out – that is, until Michelob Origins is introduced. People are then seen not only wearing the new line of T-shirts, but they are also shown changing up their workout routines to embody their full self expression. The film was directed by one of the hottest music video directors named CLIQUA, and Do It Again by The Chemical Brothers is the soundtrack of the spot. With the coordination of Mercadorama, the sportswear line was designed in partnership with 8 Mexican artists, including Monica Loya and It's a Living, where the brand wanted each of the Michelob Origins T-shirts to have a unique design that will suit all types of personalities. The campaign will be featured on Digital and OOH in Mexico. In addition to the film, the "Train your FUN Side" campaign features a series of content and posters that will be revealed in the upcoming weeks. Additionally, there will be a display event for the new line where models will wear the 16 different T-shirt designs, but instead of using a traditional fashion walkway, they will be walking on treadmills. This event will also be attended by renowned influencers, as well as the illustrators involved in the design of the collection. Also, Michelob Ultra will have a pop up store inside of one of the most popular sportswear and street style stores in Mexico City, called Lust, as well as at different contact points such as Mercadorama, where consumers will be able to purchase each piece, starting on January 26.
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