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Bronze Award
ULTRA Turnaround
AB InBev - Michelob ULTRA
United States
2026
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Entrant Company
BBDO New York
Entry Type
Product/Service
Launch Country
United States
Program
Clio Sports 2026
Medium Type
Professional
Medium
Fan Engagement
Category
Branded Entertainment/Content
In 1994, thousands of field stewards worked at the first FIFA World Cup™ held in the United States. They had some of the closest positions in the stadium. There was only one problem: they had to spend the entire match facing the crowd. Thirty-two years later, Michelob ULTRA found some of those former stewards and invited them to share their stories for a film. What they didn’t know was that the invitation came with a surprise. Michelob ULTRA brought them back to the FIFA World Cup™ through Superior Access. This time pitchside as fans, with a beer in hand and finally facing the field. After 32 years, they finally got their World Cup turnaround.
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