Team ULTRA

MICHELOB ULTRA | DIGITAL/SOCIAL CAMPAIGN

Each year, thousands of runners are denied entry into the TCS New York City marathon, the biggest marathon in the world with a field of 50,000 runners. As a brand that champions personal fitness ambitions through its low calorie beer, Michelob ULTRA didn’t want to just sponsor the event, but to create real impact.

Team ULTRA was born, giving 95 runners the chance to run in the NYC TCS Marathon. This social-first campaign centered on one unifying truth: every runner has a why. Together, Team Ultra told the real stories of grit, perseverance, and the bond of the running community.

Agency: Laundry Service, New York
Role: Concept Development | Creative Direction

 

LAUNCH FILm | "Every runner has a why"


STILLS

Sophie's STORY

TIM's STORY

JERALD's Story


 
Screen Shot 2017-11-02 at 3.16.01 PM.png
 

 
Screen Shot 2018-02-16 at 7.35.32 PM.png
 


3_TU_JSwarmWood.jpg
 
 

building real community

In sharing their personal stories, we created a community among strangers, and gave people a real sense of belonging to something bigger than running.

This is an actual photo of a Team ULTRA member, proudly showing off his new tattoo.

 

 

extending the campaign

We extended the campaign across every Michelob ultra social channel by connecting Team ULTRA members in the digital and physical world. Each week, we featured runner stories, teased upcoming content, and shared behind the scenes photos of the team as they trained for the biggest race of their lives.

 
MU_IG_Grid.jpg
 
1_TU_Sophie.jpg
Screen Shot 2017-11-05 at 6.03.21 PM.png