🥈 2nd place in Humber Live Client brief.
Challenge: Encourage Coors Light drinkers to try Michelob Ultra instead.
Idea: Beyond The Beer Minimum - While Coors is for those who accept surviving, Michelob Ultra is for those who want to thrive. We celebrate those who put in the extra effort by becoming the reward for anyone going beyond the bare minimum.
Branded carts at key checkpoints—like Toronto Island and golf courses—to celebrate those who go the extra mile in recreation. Planning to play 9 holes? The cart’s waiting at the 10th, nudging you to keep going and finish all 18.
Rewarding true fans who made the trip to the game, instead of watching on TV, with an exclusive lounge to escape from the chaos leaving the stadium, with a space to relax with cold Ultras and a digital batting cage.
