 |
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 … read moreresentment, 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. 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.
read less...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
|
Gold sponsors
The Best Ad Jobs
Retrieving latest jobs
Visit Campaign Brief for Australian creative
advertising news
|
 |
