The campaign

Michelob ULTRA
Every Runner Has A Why

Michelob ULTRA, a brand that champions personal fitness through its low 95 calorie beer, is an annual sponsor of the TCS NYC marathon, the biggest marathon in the world. Their challenge to us was to create a meaningful campaign that would have a real impact in runner’s lives. Because the marathon is a lottery system, maybe runners are denied entry simply because of chance. Team ULTRA was born to help them, by giving 95 runners the chance to run in the NYC TCS Marathon.  The 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.


Laundry Service, New York


Concept Development / Creative & Art Direction


LAUNCH FILm | "Every runner has a why"


Sophie's STORY


JERALD's Story

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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.

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