Michelob - "Cal for Cal"

FCB Canada

FCB Canada Toronto, Canada

Premi

8218

Marca: Michelob
Paese: Canada

Cliente: Michelob Ultra

Titolo	Cal for Cal
Agenzia	FCB Canada
Campagna	Cal for Cal
Cliente	Michelob Ultra
Marca	Michelob
Posted	Dicembre 2020
Settore	Birre
Trama	People love to post their workout results or gym selfies on social. How could Michelob Ultra leverage this insight into a platform for good? Introducing Cal For Cal, a first-of-its-kind initiative that transformed people’s calories burned during a workout into calories of food for people in need. We launched in Canada during the holidays when there is inherent tension between workouts and calories consumed. When COVID-19 hit, we expanded across North America and included a live workout component to attract more participants; those who were desperate to replace their fitness classes while stuck at home.
Problema	Michelob Ultra is a great tasting, light beer that people love, once they’ve tried it. But in Canada, the brand suffers from low awareness, which means that its share could be much higher if we could just connect more people to the brand. So, we set out to build something with purpose. We focused on a campaign that would drive brand awareness and engagement by connecting with our target. A platform that would both help Michelob Ultra fit into fitness culture while at the same time, do something good for the world.
Tipo di Media	Interattivo
Chief Creative Officer	Nancy Crimi-Lamanna
Chief Creative Officer	Jeff Hilts
Group Creative Director	Jennifer Rossini
Associate Creative Director	Jordan Gladman
Associate Creative Director	Nimy Leshinski
Art Director	Cody Sabatine
Copywriter	Joseph Vernuccio
Art Director	Jerry Yang
Copywriter	Jon Dawe
Designer	Barry McLynn
Associate Creative Director	Henry Park
Copywriter	Olivier Laplante
Chief Strategy Officer	Shelley Brown
Strategy Director	Shelagh Hartford
Vice President (VP)	Tracy Little
Managing Director	Tracy Little
Account Director	Ravi Singh
Account Director	Alex Pente
Account Executive	Chris Flynn
Agency Producer	Carol Boate
Project Manager	Cori Petit
Project Manager	Natalie Copeland
Casa di Produzione	FuelContent
Editing Company	FuelContent
Executive Producer	Stef Fabich
Editor	Vanessa DiStaulo
Editor	Kelly Armstrong
Editor	Warren Goodwin
Studio Manager	Rosanne Woodley
Production Artist	Leslie Cuoto
Production Artist	Yana Zinovyeva
Advertising Manager	Michelob Ultra
Director of Marketing	Natalie Lucas
Brand Manager	Julie Grant
Brand Manager	Melisa Bayrav
Community Manager	Stella Cho