ICF Next
Toronto
ABOUT
How do you make low-calorie-conscious beer drinkers aware that 96-calorie Miller Lite is only one calorie more than Michelob Ultra, with far more taste? The Miller Lite Ridiculously Long Calorie-Burning Big Game URL was a dressed-up giveaway site, only active during Michelob Ultra's Super Bowl commercial. The ridiculous length made users actually burn the one-calorie difference by just typing the address, while distracting them from the competitor's super expensive ad. Miller Lite debuted the URL in a medium that could not be highlighted, copied or pasted: the back page of the New York Times.
MADEIT CREDITS
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Molson CoorsClient
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Alan BremerkampMarketing Director -
Alejandro JuliCreative Director -
Allison WallinMarketing Manager -
AlmaCreative Agency -
Anna JohnsonSenior Marketing Manager -
Ben WolanExecutive Creative Director -
Britt NolanChief Creative Officer -
Carla NietoSenior Print Producer -
Courtney BenedictSenior Director of Marketing & Communications -
Diane JacksonChief Production Officer -
Drew ButlerAssociate Art Director -
Eric ZuncicChief Strategy Officer -
Evan SchultzCreative Director -
Katelyn LedfordAccount Director -
Katie SamuelsenAssociate Copywriter -
Kelly GarlandAssociate Brand Manager -
Kiska HowellGroup Account Director -
Matt BlitzExecutive Producer -
Michelle St. JacquesChief Marketing Officer -
Mike NorgardSocial Director -
Oliver GlennAccount Supervisor -
Paul CarpenterAssociate Creative Director -
Rachel CadetAccount Manager -
Rachel DanseyProject Manager -
Radar StudiosProduction Company -
Sharon PotterSenior Print Producer -
Sofia ColucciVice President, Global Marketing -
Yvette DoudStudio Manager -
Zach PaciorekBrand Manager -
Zach PaciorekBrand Manager -
Connect AdvertisingMedia Agency -
Ari WeissChief Creative Officer -
Guilherme CunhaAssociate Creative Director -
DDB ChicagoAdvertising Agency -
ICF NextAdvertising Agency -
D&AD