Michelob ULTRA: MICHELOB GUY

LINKS: D&AD (Wood) , Cannes Lions (Silver), Clio (2x Bronze), Clio Sports Grand Clio, Gold (2x) and Silver, One Show (Merit)

We identified and jumped in on a viral moment featuring Michelob ULTRA, and a golf fan living the brand’s It’s Only Worth It If You Enjoy It mantra. “Michelob Guy” as the internet dubbed him, watched Tiger Woods intently, ULTRA in hand, while the rest of the crowd watched through their phone screens. We created him merchandise, sent him to more golf tournaments, and in tandem with Weiden + Kennedy, created a video for him over a weekend.

Art Directors: Carolina Benitez, Stephen Reisig / Creative Directors: Keslie Watts, Pete Pirone / Production: Weiden + Kennedy Studios