| 标题 | Cal for Cal |
| 广告公司 | FCB Canada |
| 广告战役 | Cal for Cal |
| 广告主 | Michelob Ultra |
| 品牌 | Michelob |
| Posted | 12月 2020 |
| 行业领域 | 啤酒，苹果酒 |
| 剧情简介 | 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. |
| 问题 | 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. |
| 媒体类别 | 互动 |
| 首席创意官 | Nancy Crimi-Lamanna |
| 首席创意官 | Jeff Hilts |
| 集团创意总监 | Jennifer Rossini |
| 联合创意总监 | Jordan Gladman |
| 联合创意总监 | Nimy Leshinski |
| 美术指导 | Cody Sabatine |
| 文案 | Joseph Vernuccio |
| 美术指导 | Jerry Yang |
| 文案 | Jon Dawe |
| 设计师 | Barry McLynn |
| 联合创意总监 | Henry Park |
| 文案 | Olivier Laplante |
| Chief Strategy Officer | Shelley Brown |
| Strategy Director | Shelagh Hartford |
| Vice President (VP) | Tracy Little |
| Managing Director | Tracy Little |
| 客户总监 | Ravi Singh |
| 客户总监 | Alex Pente |
| 客户主管 | Chris Flynn |
| 广告公司制片 | Carol Boate |
| 项目经理 | Cori Petit |
| 项目经理 | Natalie Copeland |
| 制作公司 | FuelContent |
| 剪辑公司 | FuelContent |
| 执行制片 | Stef Fabich |
| 剪辑师 | Vanessa DiStaulo |
| 剪辑师 | Kelly Armstrong |
| 剪辑师 | Warren Goodwin |
| Studio Manager | Rosanne Woodley |
| Production Artist | Leslie Cuoto |
| Production Artist | Yana Zinovyeva |
| 广告经理 | Michelob Ultra |
| Director of Marketing | Natalie Lucas |
| Brand Manager | Julie Grant |
| Brand Manager | Melisa Bayrav |
| Community Manager | Stella Cho |
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