ABI, Michelob ULTRA

Benoit Garbe , Chief Marketing Officer
Ricardo Marques, Vice President, Marketing
Talita Andrade, Head of Marketing Communications

FCBNY *Lead Agency

Gabriel Schmitt, Co-Chief Creative Officer
Michael Aimette, Co-Chief Creative Officer
Danilo Boer, Worldwide Creative Partner
Samira Ansari, Executive Creative Director
Sy-Jenq Cheng, Head of Art & Design
Alexandre Abrantes, Creative Director
Jay Marsen, Creative Director
Lex Beltrone, Creative Director
Thomas Mori, Associate Creative Director & Design
Simon Dolsten, Associate Creative Director
James Meiser, Associate Creative Director
Adam Isidore, Director of Integrated Production
Pim Leewenkamp, Senior Integrated Producer
Marissa Lando, Senior Integrated Producer
Janice Katz, Director of Business Affairs
Lizzy McGlynn, Archival Producer
Janet Merone, Senior Production Talent Manager
Mary Beth Parton, Traffic Manager, FCB Global
Megan Bundy, SVP, Group Account Director
Diana Gonzalez Cash, SVP, Group Account Director
Ashley Read, VP, Account Director
Logan Butler, Account Supervisor
Joe Labuz, Account Supervisor
Abby Kiefer, Senior Project Manager
Jamie Rutherford, Strategy Director
Michael Schonfeld, Sr Strategist
Adam Nelson, Senior Content Creator
Breithner Monteiro, Senior Editor and Animator
Chris Monteiro, Editor & Animator
Mitch Schreiber, Senior Editor
Liz Ludden, Studio Director
Doria Lacey, Integrated Producer
Roman Mendez, SVP Studio Director
Anj Puglise, Senior VFX Artist
Tom Mackey, VFX Artist
Kathleen Chee, VFX Artist
Derek Viramontes, VFX Artist

Dentsu

Draftline_USA

Weber Shandwick

To push to be the country’s number one beer, Michelob ULTRA needed to stand out in an increasingly noisy category. Using never-before-seen technology, Michelob ULTRA enabled John McEnroe to play a real match against his past self, experiencing the joy he missed as a player. McEnroe vs. McEnroe challenged the win-at-all-costs mentality plaguing modern sports, providing a timely reminder of the brand’s motto: It’s only worth it if you enjoy it. The campaign lifted brand relevance/buzz +25%, earned over 3 billion impressions, and helped lift sales year-on-year by +15%.