MICHELOB ULTRA
ART DIRECTION / DESIGN
Michelob Ultra wanted to demonstrate the perfect balance of fit and fun. In 2018, they approached our team at FCB Chicago to help them launch an activation for their running fan base.
We saw The New York City Marathon as the perfect opportunity to showcase this marriage on the world's largest running stage and get everyone to run for beer.
CD: Brian Wood, Mike Beamer
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.
FINAL ANNOUNCMENT
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.
We took over the race course for the TCS New York City Marathon, posting 140+ billboards counting down to beer.
