Michelob Ultra: SXSW Pure Golden Hour
EXPERIENTIAL | EVENT PRODUCTION
ROLE: CREATIVE DIRECTION , COPYWRITING
THE CHALLENGE:
Anheuser-Busch had just launched Michelob Ultra Pure Gold, their USDA certified organic beer, and was looking for a way to differnentiate themselves amongst the tech-filled, cluttered landscape of SXSW.
THE SOLUTION:
As brands fought for attention at SXSW, Pure Gold saw an opportunity to hack a moment of stress with silence. Pure Gold collaborated with mass mediation group the Big Quiet to connect 2,000 people with breath. When they opened their eyes, they discovered a strings orchestra playing wth Miguel, Bishop Briggs and Cautious Clay.
Instead of connecting guests to a screen, Pure Gold reconnected them back to nature, each other and their essence.
Anheuser-Busch had just launched Michelob Ultra Pure Gold, their USDA certified organic beer, and was looking for a way to differnentiate themselves amongst the tech-filled, cluttered landscape of SXSW.
THE SOLUTION:
As brands fought for attention at SXSW, Pure Gold saw an opportunity to hack a moment of stress with silence. Pure Gold collaborated with mass mediation group the Big Quiet to connect 2,000 people with breath. When they opened their eyes, they discovered a strings orchestra playing wth Miguel, Bishop Briggs and Cautious Clay.
Instead of connecting guests to a screen, Pure Gold reconnected them back to nature, each other and their essence.
Results
87.1M
PR IMPRESSIONS99%
POSITIVE SOCIAL SENTIMENT17.5M
SOCIAL IMPRESSIONS45
MEDIA PLACEMENTS
Awards
EX AWARDS 2020: Gold - Best Festival Activation