ART DIRECTION/CREATIVE In 2018, Michelob Ultra approached our team at FCB Chicago to help them bring to life the perfect balance of fit and fun. I helped lead the development of a bold activation aimed at their running community, tapping into a moment that naturally aligned with their audience.
We saw the New York City Marathon as the ultimate stage to showcase the balance between fit and fun – and turn it into a rallying cry for runners everywhere to run for beer. The result was a high-energy, brand-defining moment on one of the world’s biggest running platforms.
CD: Brian Wood, Mike Beamer // Senior AD: Jason Getty
MICHELOB ULTRA
CASE STUDY
THE LAUNCH
We launched the campaign on social and called for beer runners to submit why they should be on Team ULTRA. To get more traction, we enlisted the help of coach Shalane Flanagan. In one week, we doubled the previous year's entries. To announce the team roster, we posted 94 beers on the wall tagging the lucky winners.
TEAM ULTRA KIT
We designed special edition team kits and sent them out in advance. They included a welcome letter from Shalane Flanagan, a commemorative bib, a training shirt that revealed a logo when it absorbed sweat, sneakers, and race attire.
ANNOuNCEMENT
We partnered with Jimmy Kimmel to challenge hopefuls to race against Guillermo for a chance to win the coveted 95th bib on Team ULTRA. We launched during a live broadcast of Jimmy Kimmel Live in Brooklyn, NY.
RACE DAY OOH
We took over the race course for the TCS New York City Marathon, posting 140+ billboards counting down to beer.
