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Michelob Ultra: Under Pressure

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Michelob Ultra is addressing the enormous pressure athletes live with in its latest campaign, 'UNDER PRESSURE.' The campaign, created by GUT, Mexico City, aims to raise awareness of the enormous weight that we put on the shoulders of athletes, especially the media, social media and from some brands. In this campaign, Michelob Ultra calls on everyone who participates in sport - from commenters to even other athletes themselves - to reflect on this huge problem, and to understand that wherever there is negative pressure, there is an opportunity to do better, which reaffirms the brand's platform: It is only worth it if you enjoy it.
Credits Other credits

Partner: Nacho Ferioli

Managing Director & Partner: Camila de Almeida Prado

Group Account Director: Elizabeth Reyna

Account Supervisor: Paulina Vogel

CSO: Samantha Hernández

Strategy Director: Alejandra Margain


Production Director: Lulú de la Chica

Head of Production: Antonio Thibaut

Post Production

Post Production: Mosh TV

Post Production Coordinator: Martha Caravantes

Editor: Rami D'Aguilar

Animador/a: Bernardo Brito / Bruno Vianna Costa

Colour Correction: Osmar

Music: Satelite

Sound Design: Satelite


Client: Anheuser-Busch InBev

Marketing VP: Fábio Baracho Martinelli

Premium Brands Director: Alejandro Gutierrez Cuellar

Senior Brand Manager, Michelob Ultra: Inés Garza Estrada Berg

Brand Manager, Michelob Ultra: Maria Del Carmen Velasco Reyes

Media Manager: Daniel Carreño Aguado

Collaborating Agencies

Digital and SoMe: VMLY&R

PR: TrendSétera

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