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Outdoor

Michelob Ultra: Nneka and Brooks


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Since the beginning of sport, the pressure to win has been a constant burden for athletes. For people who love the game they play, this pressure often consumes them, causing resentment, unnecessary injuries, and in recent cases, even early retirements. It's because of this mindset that Michelob Ultra, a beer brand with a focus on sports and fitness, has spent the last several years challenging that status quo with their "It's Only Worth It If You Enjoy It" platform, questioning if the world's most elite athletes are happy because they win, or win because they are happy.
Agency: GUT

In the latest iteration of its ongoing platform, Michelob Ultra highlights its superstar roster of athletes in their highest moments of athletic achievement, showing that when the work pays off and the game has been won, the ultimate trophy is not the piece of metal in their hands. Instead, it’s the smile on their faces. Working alongside sports photojournalists, Michelob Ultra, along with global creative independent agency GUT, found real images of Serena Williams, Brooks Koepka, Alex Morgan, Nneka Ogwumike and Anthony Davis all holding trophies that represent iconic moments in their careers. But instead of showing the whole picture, each image is tightly cropped to feature only the reflection of the athletes’ smiles on the shiny metal of the trophy they are holding. The result is a campaign that literally and figuratively reframes what the true meaning of winning really is, proving that all along, it’s always been about joy.
Credits Other credits

ABI Client

Ricardo Marques – Vice President of Marketing, Michelob ULTRA & Global

Talita Andrade – Senior Marketing Director, Michelob ULTRA

Miles Ritenour – Director of Digital Marketing, Michelob ULTRA

Andrew Gelbard – Head of Regional Media

Bridget Inglima – Media Manager, Michelob ULTRA

Lindsay Marzocca - Media Lead, Michelob ULTRA Family

Alexis Unwalla – Director of Digital Marketing, Michelob ULTRA

Jessica Thorpe – PR Lead

Dylan Ruby – Director of Sports Marketing and Partnerships, Michelob ULTRA

Agency

Anselmo Ramos – Creative Chairman/Co-Founder

Carmen Rodriguez – GUT Miami Managing Director/ Global Chief Client Officer/ Partner

Juan Javier Peña Plaza – North America Executive Creative Director/ Global Partner

Ricardo Casal – North America Executive Creative Director/ Global Partner

Fernando Ribeiro – Global Chief Strategy Officer/ Partner

Renata Neumann – Head of Production

Kristin Childers – Head of Production

Joselyn Bickford – Head of Accounts

Buchun Jiang – Creative Consultant

Akoma M’ba – Account Director

Manuela Castro – Management Supervisor

Laila Houser – Account Executive

Bruno Steffen – Strategy Director

Junia Parodi – Creative Manager

Christina Moses Cornejo – Creative Manager

Kristy Garcia - Senior Social Project Manager

Vanessa Rodriguez - Project Manager

Emma Giorelli– Production Intern

Alexandra Velasco – Director of Communications

Platinum FMD

Leonardo Vilela

Flavio Albino

Leonardo Escobar

Diego Oliveira

6 Degrees

Karen Snow, Research Specialist

Christine Ginsberg, Project Manager

George Bartko, Co-Founder

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