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Michelob Guy

Award: Wood Pencil

Wood Pencil / Digital / Tactical / 2023

Award: Shortlist

Shortlist / Digital / Tactical

When a picture of a man holding an ULTRA at a PGA event began to go viral, Michelob quickly jumped into the trending moment, igniting a fire that became a fully integrated social campaign. In just 48 hours, Michelob ULTRA immortalised Mark the ‘Michelob Guy’ with his own commercial, custom merchandise, and even appearances sponsored by ULTRA at the next PGA tour stop. Thanks to quick, creative thinking, Michelob ULTRA was able to position the ‘Michelob Guy’ as a spokesman for the brand’s ‘It’s only worth it if you enjoy it’ platform, authentically capturing the love and attention of fans nationwide.