Michelob ULTRA Pure Gold

Contract for Change: an agreement between Michelob ULTRA Pure Gold and America’s farmers to convert more of their land to organic. The reality is, only 3% of America’s farmland is organic, which is a real business challenge for an organic beer brand looking to grow. Naturally, a deal was made.

The Pure Experience: a 2019 Super Bowl film starring Zoë Kravitz that disrupts the most chaotic event with a whisper. Using ASMR, a sensorial, meditative technique meant to soothe the listener, Zoë calmly delivers the organic product’s key benefits while introducing a niche, natural therapy to hundreds of millions of viewers.

Breathe as One: a continuation of the new strategy to use media channels to deliver wellness.