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When branding possesses superior intelligence:
The unbranded stunt carried out at the historic Abanderado Grandoli club in Rosario, where Messi took his first steps in football, has been a milestone in the advertising industry for its creativity and flawless execution. The inclusion of mysterious alien signals on the field has sparked intrigue and excitement among Messi's fans and the Michelob Ultra brand, culminating in an exhilarating tribute to the Argentine star.
Creative invasion:
In an unprecedented collaboration between Michelob Ultra and the creative agency GUT, an extraordinary stunt has been executed that pays homage to the legendary Lionel Messi in an out-of-this-world manner.
In this innovative stunt orchestrated by GUT Mexico City, Michelob Ultra celebrates Messi's exceptionalism through the launch of a unique commemorative can. The "Messi Signs" campaign has captured the essence of the football star's unparalleled talent, highlighting his genius that seems to defy earthly limits.
Ramiro Rodriguez Cohen, CCO of GUT Mexico City, expressed: "Messi has won over hearts and minds in the world of football for decades, proving to be a true phenomenon that transcends the conventional. With 'Messi Signs,' we wanted to honor his legacy in a unique and exciting way."
The impactful stunt carried out at the iconic Abanderado Grandoli club in Rosario has stirred up social media and media outlets, intriguing everyone with enigmatic alien signals that were ultimately revealed to be part of Michelob Ultra's brilliant strategy to elevate Messi.
The value of valuing (When brands feel beyond the excel):
Soledad Azarloza, Marketing Director of Michelob Ultra in Argentina, shared: "We are thrilled to present Michelob Ultra in a disruptive way in the Argentine market, highlighting our ultra-light beer with a special edition that celebrates Messi's greatness. This collaboration is a tribute to Messi's exceptionalism and his impact on the world of sports."
This innovative campaign aims not only to honor Messi but also to position Michelob Ultra at the forefront of the beer market.
Behind this groundbreaking campaign is a team of talented professionals led by Camila de Almeida Prado, CEO of GUT Mexico City, and Ramiro Rodriguez Cohen, CCO of the agency, whose vision and creativity have brought this unique experience to life.
This collaboration between Michelob Ultra and GUT has redefined the boundaries of experiential branding and advertising creativity, setting a new standard of excellence in the industry.
Technical details:
- Agency: GUT Mexico City
- Client: Anheuser-Busch InBev
- Product: Michelob Ultra
- Campaign: Messi Signs
- Materials: Main video, Prints
- Territory: Argentina
Creative Team:
- CEO: Camila de Almeida Prado
- CCO: Ramiro Rodriguez Cohen
- CSO: Samantha Hernández
- Creative Directors: Roberto “Gallego” Gabián, Santiago Gonzalez
- Senior Copywriter: Rodrigo Alaniz
- Senior Art Director: Tomás Bejarano
Accounts Team:
- Group Account Director: Daniel Suastegui
- Account Supervisor: Paulina Vogel
- Social Strategist Director: Ignacio Rocca
- Producer: Mora Kexel
- Comms & Creative Manager: Florencia Vera
- Account Director: Judit Ducruet Paz
- Account Executive: Belen Delor
Brand Representatives:
- Global Vice President of Michelob Ultra: Pedro Adamy
- Global Marketing Director of Michelob Ultra: Paige Dawes
- Director of Global Brands: Soledad Azarloza
- Brand Manager for Budweiser and Michelob Ultra: Agustina Vadori
- Brand Chief for Budweiser and Michelob Ultra: María Julia Calka
- Brand Analyst for Budweiser and Michelob Ultra: Micaela Bragarnik
Production House Representatives:
- Production Company: 1st Ave BA
- Executive Producer: Alejandro Sparano
- Director: Sebastian Schor
- Post Producer: Romina Vanney
- Editor: Federico Dopazo
- VFX Supervisor: Diego Gambarotta
- Motion Graphics: Mawi Studio
- Composition: Pimba VFX
- Grading: Manuel Martos
- Services in Rosario: FDB Films