2019 Winner

Michelob Ultra

Michelob Ultra vs. Wine

FCB Canada

SilverActing on Insights

Faced with category declines – beer consumption fell 4.5% from 2011 to 2016 – Michelob stole the wellness show, with a campaign that positioned its Ultra product as a “fitness beer.”

Beer’s biggest rival is wine. Sitting at about 123 calories, wine tends to win over health-conscious consumers. But that’s nothing Michelob’s 80-calorie Ultra beer can’t overcome. It went head-to-head with the preferred drink for active health-conscious folk, showing imagery of Ultra smashing wine’s higher calorie count (and subsequently consumer perceptions). Creative by FCB also showed the crushing weight of wine in billboards, elevator wraps, TSAs and online.

Michelob Ultra brought the idea of fitness and beer together and subsequently moved from the 44th to the 3rd fastest growing beer in Canada in just one year. And the campaign took home a Silver Acting on Insights award.

Credits
Agency Credits

Creative
Chief Creative Officer: Nancy Crimi-Lamana & Jeff Hilts
Group Creative Director: Andrew MacPhee & Jeremiah McNama
Associate Creative Director: N/A
Senior Art Director: Naeem Walji
Senior Writer: Steve Sloane & Austen Morrow & Brahm Finkelstein

Account Management
VP, Account Director: Tracy Little
Group Account Director: Cynthia Roach & John Pace
Account Director: N/A
Account Supervisor: Samantha Sabatini
Account Executive: Chris Flynn
Account Coordinator:
Broadcast Producer: Lorrie Zwen & Stef Fabich & Kat Forester
Print Producer: Bruce Ellis

Project Management
Sr Project Manager:
Project Manager: Adrian Bailon
Project Coordinator:

Strategy
Chief Strategy Officer/Sr Planner: Shelley Brown
Senior Planner: Shelagh Hartford


Media Credits:

Media: Vizeum Canada
SVP, Group Account Director – Lynn Mayer
VP, Group account Director – John Gerontzos
Associate Director - Nykolai Hrytsyk
Manager - Chris Pallotta


Production Credits:

Production Company: Fuze Reps
Executive Producer: Kristina Anzlinger
Line Producer: Jolie Dobson
Director: Adrian Armstrong
DOP: Adrian Armstrong
Editing House: Outsider Editorial (formally Relish)
Editor: John Gallagher
Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: Tendril
Music House: Grayson Matthews
Music Track Director: Grayson Matthews
Engineer: Grayson Matthews