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Outdoor
Michelob Ultra: Times Square
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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. 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.
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