Michelob wanted to increase perception of its main benefit: it has 50% less calories than other beers. And with a low budget, the strategy was to engage with consumers that understand the true value of less calories. The so-called "beer athletes", people who workout just so they can enjoy their guilt free beer after. The task was to do an activation that could be spread into an awareness campaign. (This description has 50% less words)

If Michelob has 50% less calories you only need 50% of the effort to burn them. So we created special race tracks that only went half-way, tennis courts 50% of the size and swimming pool lines that when you look down you know how little you need to do to burn a Michelob. The activation became the face of our billboard campaign throughout the country and also on social media, spreading the message of doing less and still enjoying the fullest to change the perception of Michelob being just a post workout beer to a brand that takes the pressure off consumers while doing sports.

The strategy was to target people who know the true value of having a beer with 50% less calories, the so-called "beer athletes", the ones who workout just so they can enjoy a guilt free beer after. To get to these great athletes we went after their everyday training places, like public running tracks, tennis courts and swimming pools and turned their routines into media for our billboards.

We started by creating 50% shorter running tracks and tennis courts in the biggest Sao Paulo park and took the Michelob ribbon into public swimming pools. The activation was shot and became the face of our outdoor campaign throughout the country and also on social media where the publications reached over 18 million people in three days.

The discussion around more balance in sports had an engagement of over 42 thousand people on each post, reaching over 18 million people in three days. And with more than the 97% of positive sentiment the campaign was able to create the perception that Michelob is more than a post workout beer, but actually a brand that takes the pressure out of people's backs and says it's ok to do less and enjoy more.