| Título | Cal for Cal |
| Agencia |
FCB Canada
|
| Campaña |
Cal for Cal
|
| Anunciante |
Michelob Ultra
|
| Marca |
Michelob
|
| Posted | Diciembre 2020 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras
|
| Sinopsis | 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. |
| Medio |
Interactivo
|
| Responsable de la creación |
Nancy Crimi-Lamanna
|
| Responsable de la creación |
Jeff Hilts
|
| Director del grupo de creación |
Jennifer Rossini
|
| Director creativo adjunto |
Jordan Gladman
|
| Director creativo adjunto |
Nimy Leshinski
|
| Director artístico |
Cody Sabatine
|
| Responsable de conceptos / redactor |
Joseph Vernuccio
|
| Director artístico |
Jerry Yang
|
| Responsable de conceptos / redactor |
Jon Dawe
|
| Diseñador |
Barry McLynn
|
| Director creativo adjunto |
Henry Park
|
| Responsable de conceptos / redactor |
Olivier Laplante
|
| Chief Strategy Officer |
Shelley Brown
|
| Strategy Director |
Shelagh Hartford
|
| Vice President (VP) |
Tracy Little
|
| Managing Director |
Tracy Little
|
| Director de cuentas |
Ravi Singh
|
| Director de cuentas |
Alex Pente
|
| Ejecutivo de cuentas |
Chris Flynn
|
| Productor de la agencia |
Carol Boate
|
| Director de proyectos |
Cori Petit
|
| Director de proyectos |
Natalie Copeland
|
| Productora |
FuelContent
|
| Montaje |
FuelContent
|
| Productor ejecutivo |
Stef Fabich
|
| Montador |
Vanessa DiStaulo
|
| Montador |
Kelly Armstrong
|
| Montador |
Warren Goodwin
|
| Studio Manager |
Rosanne Woodley
|
| Artista de producción |
Leslie Cuoto
|
| Artista de producción |
Yana Zinovyeva
|
| Director de publicidad |
Michelob Ultra
|
| Director of Marketing |
Natalie Lucas
|
| Brand Manager |
Julie Grant
|
| Brand Manager |
Melisa Bayrav
|
| Community Manager |
Stella Cho
|