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Calorie Burning URL

Award: Graphite Pencil

Graphite Pencil / Press & Outdoor / Interactive Press Adverts / 2021

Award: Wood Pencil

Wood Pencil / Media / Interaction

Award: Wood Pencil

Wood Pencil / Press & Outdoor / Tactical Press Adverts

Award: Shortlist

Shortlist / Media / Press & Outdoor

Award: Shortlist

Shortlist / Digital / Physical & Digital

Award: Shortlist

Shortlist / Press & Outdoor / Press Adverts

How do you make low-calorie-conscious beer drinkers aware that 96-calorie Miller Lite is only one calorie more than Michelob Ultra, with far more taste? The Miller Lite Ridiculously Long Calorie-Burning Big Game URL was a dressed-up giveaway site, only active during Michelob Ultra's Super Bowl commercial. The ridiculous length made users actually burn the one-calorie difference by just typing the address, while distracting them from the competitor's super expensive ad. Miller Lite debuted the URL in a medium that could not be highlighted, copied or pasted: the back page of the New York Times.

  • Calorie Burning URL

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