Title | Cal for Cal |
Agency | FCB Canada |
Campaign | Cal for Cal |
Advertiser | Michelob Ultra |
Brand | Michelob |
Posted | December 2020 |
Business Sector | Beers, Ciders, Lagers |
Story | 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. |
Problem | 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. |
Media Type | Digital |
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 |
Production Company | 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 |