SAVE IT, SEE IT. Michelob ULTRA
When we saw the Michelob ULTRA logo inside the Instagram UI, we couldn't unsee it. Then IG announced that “saves” affect the algorithm even more than likes. So we hacked the platform to help women athletes get more visibility using our logo.
When you Save more women’s sports, you See more women’s sports.
This project was recognized by Cannes Lions, The One Show, Clios, D&AD, the Drum World Creative Rankings for 2023, and, most importantly, the GOAT Serena Williams.
Real Women Athletes
We cast real athletes in our campaign, including WNBA champion and Olympic Gold Medalist Nneka Ogwumike, ESPN analyst Andrea Carter, and the first trans person to win an NCAA title, Cece Telfer.
Watch The Film
A call to action to get everyone to hit save on women’s sports content
Saved by star athletes
Directed by Elena Parasco
CCO: Anselmo Ramos
ECDs: Ricardo Casal, Juan Javier, Bruno Acanfora, Ariel, Abromavici
CD: Brynna Aylward
ACDs: Lauren Cooper, Cara Johnson, Alex Allen, Andy Tamayo
Creatives: Willow Ennen, Andrew Gonzalez, Jasmine Williams, Tarahgee Morris