In mid-January Michelob Ultra teamed up with creative independent agency GUT Mexico City to launch a campaign called ‘Train your FUN Side’ which promotes the beer brand’s first ‘dry-fun’ sportswear collection called ‘Michelob Origins’.
The campaign seeks to challenge preconceptions about wellbeing and the life balance between ‘keeping fit’ and ‘having fun’. It showcases how working out – including what people wear to workout in – doesn’t have to feel like a repetitive routine, but can actually be as unique as that person is every single day.
The beer brand, sports-themed clothes range campaign spanned digital and OOH channels in Mexico.
The campaign is spearheaded by a ‘Train your FUN Side’ hero film which highlights the repetitive nature of workout routines and the lack of individuality when it comes to most people’s workout wardrobes – until the arrival of Michelob Origins. The spot sees people wearing the new range whilst changing-up their workout routines to represent a more unique and personal sense of exercise-related self-expression.
The film was helmed by red hot music video director CLIQUA and is set to The Chemical Brother’s track ‘Do It Again’.
As well as the lead spot, the campaign also included a set of social content and a series of posters, as well as a display event for the new line where models will wear the designs whilst walking on exercise treadmills instead of on the traditional fashion catwalk. This event was attended by influencers and the collection designers.
Plus, Michelob Ultra opened pop-up store in ‘Lust’ – one of the most popular sportswear and street style stores in Mexico City – as well as sales points in Mercadorama from 26 January.
Working in harness with Mexican music merchandiser and retailer Mercadorama, the beer brand’s sportswear line was designed in partnership with eight Mexican artists and the design brief was that each of the Michelob Origins T-shirts should have a unique design to suit all types of personalities.
The designers were:
> Monica Loya (@monicaloya)
> It’s a Living (@itsaliving)
> Dave Ordnajela (@deeeiiv)
> Dozer (@dozergirl_)
> Pogo (@heypogo)
> Roji (@rodrigoroji)
> Raúl Urias (@rauluriasart)
> Hola Lou (@holalou)
“‘Train your FUN Side’ is much more than a campaign. It is a clear and visible action with which we intend to change the beliefs that exist around having a more active life,” said Alejandro Gutierrez Cuellar, Director of Premium Brands of Grupo Modelo. “Where many people see routine, effort and sacrifice, we see that things are only worth it if we know how to enjoy them. Today, Michelob Ultra enters the sportswear business hoping that more people feel attracted and less afraid when seeking a healthier life through sports.”
“Michelob Ultra has a very clear point of view regarding sports, which is, “It is only worth it if you enjoy it.” And to enjoy it, sometimes it’s necessary to break some predetermined, rigid stuff in the sports world, like what you wear when you play or when you work out,” explained GUT Mexico City Creative Director Ramiro Rodriguez Cohen.
“What you wear every day is your own form of self-expression, so we wanted that to be true when you work out too. Part of what makes people’s workouts feel routine simply comes down to the depersonalization of their very own dry-fit workout clothes – it’s oftentimes difficult to find an option that really fits how unique each person is when the options are only plain colours, large logos or some patterns that don’t say much. So because of this, we wanted to launch our own ‘dry-fun’ line through Michelob Origins to show how everything, including your workout and the clothes you wear while you workout, doesn’t need to be on repeat.”
The ‘Train Your Fun Side’ campaign was created for Michelob Ultra Mexican parent Grupo Modelo’s marketing team which included Marketing VP Fabio Baracho Martinelli, Global, Premium & Craft Brands Director Alejandro Gutierrez Cuellar and Brand Manager Michelob Ultra At Grupo Modelo Ines Garza Estrada Berg by GUT Mexico City.
The team working on the project at the creative agency included CCO Nacho Ferioli, ECD Ramiro Rodriguez Cohen, Creative Directors José Marío Muñoz and Rodrigo Del Oso, Associate Creative Directors Diego López Oliva “Pájaro” and Diego Rojas “Brontis”, Production Manager Aida Garatea, Managing Director Camila De Almeida Prado, Account Group Director Elizabeth Reyna, Account Supervisor Paulina Vogel, CSO Samantha Hernandez and Director Of Strategy Alejandra Margain.
The prroduction company was Landia with Directors Cliqua (Rj Sanchez And Pasqual Gutierrez), Executive Producer Ezequiel Avaro and Production Director Thomas Amoedo, Director Of Photograph Patrick Golan.
Post production was handled by Comppo Madrid Postproduction Coordinator Luciano Taccone and Editors Matt Schaff and Charly Pérez Unda, with Animator Comppo, Colourist Jacob Hackee, plus design and sound mix from Barbas De Sal.
Digital was run through VMLY&R and PR via TrendSetera.
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