10: HEALTHCARE (WELLNESS)

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

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

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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.