| Titulo | Cal for Cal |
| Agência | FCB Canada |
| Campanha | Cal for Cal |
| Anunciante | Michelob Ultra |
| Marca | Michelob |
| Posted | Dezembro 2020 |
| Sector Empresarial | Cervejas, sidras |
| História | 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. |
| Tipo de Mídia | Interatividade |
| Chief Creative Officer | Nancy Crimi-Lamanna |
| Chief Creative Officer | Jeff Hilts |
| Group Creative Director | Jennifer Rossini |
| Director assistente criativo | Jordan Gladman |
| Director assistente criativo | Nimy Leshinski |
| Director de arte | Cody Sabatine |
| Redator | Joseph Vernuccio |
| Director de arte | Jerry Yang |
| Redator | Jon Dawe |
| Designer | Barry McLynn |
| Director assistente criativo | Henry Park |
| Redator | Olivier Laplante |
| Chief Strategy Officer | Shelley Brown |
| Diretor de Estratégia | Shelagh Hartford |
| Vice President (VP) | Tracy Little |
| Managing Diretor | Tracy Little |
| Director de contas | Ravi Singh |
| Director de contas | Alex Pente |
| Executivo de contas | Chris Flynn |
| Produtor da agência | Carol Boate |
| Project Manager | Cori Petit |
| Project Manager | Natalie Copeland |
| Produtora | FuelContent |
| Empresa de produção | FuelContent |
| Produtor executivo | Stef Fabich |
| Editor | Vanessa DiStaulo |
| Editor | Kelly Armstrong |
| Editor | Warren Goodwin |
| Studio Manager | Rosanne Woodley |
| Production Artist | Leslie Cuoto |
| Production Artist | Yana Zinovyeva |
| Director de publicidade | Michelob Ultra |
| Director of Marketing | Natalie Lucas |
| Brand Manager | Julie Grant |
| Brand Manager | Melisa Bayrav |
| Community Manager | Stella Cho |
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