Contract for Change - Michelob ULTRA Pure Gold
Michelob ULTRA Pure Gold

Gold

Title of Entry:	Contract for Change
Brand:	Michelob ULTRA Pure Gold
Product/Service:	Michelob ULTRA Pure Gold
Client:	ABInBev
Entrant Company:	FCB Chicago
Creative Team:	EVP, Worldwide Creative Partner: Fred Levron Former Chief Creative Officer: Liz Taylor Co-Chief Creative Officer, FCB NY: Gabriel Schmitt Chief Creative Officer, FCB Chicago: Andrés Ordóñez VP, Creative Director: Marianna Ruiz Associate Creative Director: Tim Schoenmaeckers Associate Creative Director: Niels Sienaert Sr. Art Director: Marcus McCoy Creative Director: Peter Carnavale
Other Credits:	EVP, Group Management Director: Antoniette Wico Management Director: Bianca Marcus Account Supervisor: Michael Fox Director, Project Management: Kristin Oberg Former Chief Strategy Officer: John Kenny SVP, Director of Strategic Planning: Thomas Hehir VP, Analytics Director: Paul Bierzychudek Senior Strategic Planner: Melissa Jackson EVP, Head of Production N.A.: Kerry Hill VP, Director of Production: Joe Tipre Executive Creative Producer: John Bleeden Executive Producer: Ximena Aguirre Sr. Producer: Carolina Velez Producer: Jim Walter Producer: Jonathan Wachala Sr. Production Business Manager: Ellen Kuratnik Production Business Manager: Steve Armstead Talent Manager: Trish Gregor Traffic Manager: Mary Beth Patton Lord + Thomas Producer: Rene Steinkellner Producer: Domenic Caruso Post Producer: Alex Bartczak Photographer: Steven Piper VP, Director of Audio: Jason Ryan Audio Engineer: Batsirayi Zesaguli Director of Photography: Myles Beeson Studio Manager: Drew Beeson Editor: Cameron Yergler Client: ABI, Michelob ULTRA Vice President, Marketing (current): Ricardo Marques Vice President, Marketing (former): Azania Andrews Senior Marketing Director: Marcela Garcia Director: Samantha Durrant Senior Director of Agricultural Procurement: Jessica Newman
Sector:	01: CONSUMER PRODUCT OR SERVICE
Notes:	Only 1% of U.S. farmland is organic. The reason? Going organic is extremely challenging for struggling family farms. Michelob ULTRA Pure Gold, America’s leading organic beer, has taken on the mission to transform America’s agriculture with Contract for Change: an agreement that farmers sign today that guarantees them a buyer in 3 years, when their organic transition is complete, removing the biggest barrier. Contract for Change was offered to all American farmers. 104,000 acres are in transition today and will soon produce ingredients for Michelob ULTRA Pure Gold and countless other brands.