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McEnroe vs McEnroe

Award: Yellow Pencil

Yellow Pencil / Entertainment / Use of MR / 2023

Award: Yellow Pencil

Yellow Pencil / Media / Use of XR

Award: Graphite Pencil

Graphite Pencil / Experiential / Use of Technology

Award: Graphite Pencil

Graphite Pencil / Media / Entertainment

Award: Graphite Pencil

Graphite Pencil / Gaming & Virtual Worlds / Use of MR

Award: Wood Pencil

Wood Pencil / Experiential / Use of MR

Award: Wood Pencil

Wood Pencil / Film / Innovation

Award: Wood Pencil

Wood Pencil / Media / Events & Stunts

Award: Wood Pencil

Wood Pencil / Media / Collaboration

Award: Wood Pencil

Wood Pencil / Creative Transformation / Spaces

Award: Wood Pencil

Wood Pencil / Animation / Use of XR

Award: Wood Pencil

Wood Pencil / Gaming & Virtual Worlds / Use of Avatars

Award: Shortlist

Shortlist / Direct / Events

Award: Shortlist

Shortlist / Direct / Innovation

Award: Shortlist

Shortlist / Direct / Use of XR

Award: Shortlist

Shortlist / Media / Integrated

Award: Shortlist

Shortlist / Digital / Use of XR

Award: Shortlist

Shortlist / Integrated / Large Enterprise

Award: Shortlist

Shortlist / Digital Design / Use of Data

Award: Shortlist

Shortlist / Spatial Design / Installations

Michelob ULTRA created and produced the first tennis match held between real and virtual players. The match was between John McEnroe and five virtual avatars of himself throughout various points in his career. The first-of-its kind branded content broadcast gave ULTRA one hour of free media on ESPN and clearly demonstrated the brand's 'It's only worth it if you enjoy it' platform in a compelling, entertaining, and technologically advanced way. The event reminded us all to enjoy the journey by giving tennis icon John McEnroe the chance to relive his.

What did the judges have to say?

As much I don't want to admit AI is going to run the future of everything we touch, this campaign did it right. Craftsmanship of the work was impeccable, and they used the campaign to challenge what entertainment can be. I'm expecting more work will be like this in the future, but I commend this campaign for being quick in developing game-changing content.

Jax Jung, Global Creative Director, Cheil Worldwide

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