Hands Up Feel The Joy
Client: Michelob Ultra
Project Duration: 4 weeks
My Role: Strategy, Art Direction, Design
Team Member: Chan yeong
Michelob Ultra's tagline "It's only worth it if you enjoy it" emphasizes joy's value, inspiring a campaign that celebrates joyful moments, symbolized by the 'hurrah' gesture, aligning with the brand's identity.
Context
In the sports world, there is a unique, electrifying moment that transcends borders, cultures, and languages:
the moment of celebration.
This is when athletes display unbridled joy, excitement, and boundless energy, resonating with audiences globally. Michelob Ultra recognizes the power of this universal celebration and has crafted it into something uniquely ours.
Insight
It is a universal truth that during moments of celebration, people naturally throw their arms up in the air, sharing their emotions with the world. Michelob Ultra has capitalized on this insight, identifying a deep visual connection between this celebratory gesture and our iconic logo.
Idea
We have developed a visual language that crosses boundaries, honoring not just sports stars but also individuals with disabilities and everyday people who live the Michelob Ultra lifestyle.
Visual Strategy
Our visual centers around the image of people raising their arms in celebration, creating a visual link to the iconic Michelob Ultra logo, where the iconic Michelob Ultra logo is beautifully integrated into this uplifting gesture. This design system can be adapted across various mediums, from print to out-of-home campaigns, ensuring that it captures the essence of our brand consistently.
Execution
It's not just about showcasing sports stars, but also celebrating people from all walks of life. Whether it's an athlete achieving a personal milestone, a person with disabilities triumphing over challenges, or everyday people living life to the fullest, our campaign captures the true essence of joy and achievement.
