Gold
Branded Entertainment
Creative Use of Data
| Entrant: | FCB New York, New York |
| Brand: | Michelob ULTRA |
| Title: | "Lap of Legends" |
| Corporate Name of Sponsoring Client: | AB InBev, Michelob ULTRA |
| Client Company: | AB InBev, New York |
| Client Company VP of Creative: | Talita Andrade |
| Client Company VP Marketing: | Ricardo Marques |
| Client Company Brand Director: | Leah Saccoccio |
| Client Company Director Sports Marketing and Partnerships: | Dylan Ruby |
| Client Company Director, National Media: | Alexis Unwalla |
| Client Company Senior Brand Director: | Miles Ritenour |
| Client Companies Associate General Counsel - Anheuser-Busch: | Cara Stuckel/Erika Cohn |
| Client Company Brand Director of Digital: | Teresa Keeney |
| Client Company Senior Manager: | Sarah Ben-Zvi |
| Client Company Director of Experiential Marketing: | Matias Regenhardt |
| Client Company Sr. Director, Marketing Communications: | Lacey Clifford |
| Client Company Head of Media - Anheuser-Busch: | Juliana Wurzburger |
| Media Company: | Starcom, New York |
| Media Company Vice President, Content and Partnerships: | Mike DeSanti |
| Media Company Senior Vice President, Creative Experience: | Gerard Martin |
| Media Company Associate Director, Content: | Zena Gittens |
| Media Company Vice President, Strategy: | Justin Simon |
| Media Company Associate Director, Strategy: | Alex Nathanson |
| Media Company Director, Digital Investment: | Juli Marques |
| Media Company Associate Director, Digital Investment: | Ashley Gigante |
| Media Companies Associate Directors, Paid Social: | Kelly Lynn Chagnon/Corey E. Brown |
| Media Companies Analysts, Paid Social: | Isaac Aronoff/ Nicholas Galanti |
| Media Company Executive Vice President, Investment: | Kara Lazarus |
| Media Company Vice President, Investment: | Jaime Millman |
| Media Company Supervisor, Investment: | Alex Anderson |
| Media Company Associate Director, Investment: | Griffin Noake |
| PR Companies: | 3PM Agency, New York/Weber Shandwick, New York |
| PR Company Senior Vice President: | Peter Martin |
| PR Companies General Manager: | Elayza Gonzalez/Jake Spitz |
| PR Company Business Director: | Mara Rudolph |
| PR Company Account Executive: | Elena Holceker |
| Agency: | FCB New York, New York |
| Agency Global Creative Partner: | Danilo Boer |
| Chief Creative Officer: | Michael Aimette |
| Executive Creative Director: | Alexandre Abrantes |
| Creative Directors: | Thomas Mori/Jim Robbins |
| Associate Creative Directors: | Lara Polovina/David Green |
| Creative: | Simon Dolsten |
| Agency Head of Design: | Sy-Jenq Cheng |
| Agency Designers: | Eric Benitez/Simon Fernandes/Ella Hyunjoo Ahn/Vitor Hugo Favero |
| Agency Head of Production: | Nick Williams |
| Agency Director of Integrated Production: | Daniel Roversi |
| Agency Producer: | Jenna Ramon |
| Agency Editors: | Chris Monteiro/Jake Zimet/Andre Correa |
| Agency Project Managers: | Abby Kiefer/Samantha Sam/Lilly Sessions/Chelsea Harmon |
| Agency Chief Strategy Officer: | Todd Sussman |
| Agency Brand Strategist: | Michael Schonfeld |
| Agency Group Strategy Director: | Alex Beerden |
| Agency Strategy Director: | Jamie Rutherford |
| Agency Strategic Planner: | Dominique Thibault |
| Agency Account Executive: | Matthew Hamburg |
| Agency Account Supervisor: | Logan Butler |
| Agency Group Account Director: | Diana Gonzalez Cash |
| Agency Account Director: | Elisa Tanganelli |
| Agency Sr. Business Affairs Manager: | Jeff Robertson |
| Agency Director of Business Affairs: | Janice Katz |
| Agency Sr. Talent Manager: | Jewel Chandler |
| Agency Account Team: | Louis Carvell |
| Agency Account Manager: | Brian Sanchez |
| Agency Account Executive : | Gillian Bloom |
| Marketing Agency Company: | 160over90, New York |
| In-House Production Company: | 456 Studios |
| 456 Studios Lead Editor: | Breithner Monteiro |
| 456 Studios Archival Producer: | Lizzy Mcglynn |
| Production Company: | The Mill |
| Production Managing Director: | Angela Lupo |
| Director: | Andrew Proctor |
| 1st AD: | Ilgi Candar Dyer |
| Executive Producer: | Chris Connolly |
| Producers: | Katherine Miccio/Catherine M. Fischer/Ramya Shankar |
| Line Producers: | Swifty Hanrahan/Tim Tyrell |
| Production Designers: | Patrick Coleman/Fionna Lanning |
| 2D Artist: | David Piombino |
| CG Supervisor: | Steve Eisenmann |
| Production Company Executive Creative Director : | Gavin Wellsman |
| Production Company Head of Live Action : | Johnny Blick |
| Auto Racing Team Company: | Williams Racing, Oxfordshire |
| Williams Racing Senior Partner Manager: | Juliette Pelham |
| Williams Racing Head of Partnerships: | James Southerland |
| Williams Racing F1 Media Communication: | Rebecca Banks |
| Williams Racing Car Assembly Manager – Heritage: | Jim Barker |
| Williams Racing DIL Team Leader: | Andrew Newton |
| Williams Racing Partner Manager: | Charlie Raven |
| Williams Racing Team: | The Garage Crew |
| Archival Company: | Formula 1, London |
| FORMULA 1® Images Sales Account Manager Media Rights: | Holly Boyd |
| Footage/Images Companies Companies: | Motorsport Images, London/Getty Images, Chicago |
| Motorsport Images Sr. Account Manager: | Zoe Schafer |
| Getty Images Key Account Executive: | Tony Cassano |
| Footage Company: | The Duke Video Archive, Isle of Man |
| The Duke Video Archive Media Sales Manager: | Dave Bignel |
Description:
But in recent years, that intensity has begun to take its toll on the world of racing.
Each race has become a fight for drivers and everyone around them to keep their place in F1. What was once exciting and fun competition has now become debilitating pressure to survive.
That debilitating pressure has clouded the racing world’s perspective. Everyone — from drivers like Logan Sargeant, to pit crew members, to commentators, and fans — all experience F1 through the lens of driving to survive, not driving to enjoy.
So we used our F1 partnership with Williams Racing as an opportunity to reframe the way in which the world thinks about the joy of an active lifestyle.
We put Logan Sargeant, a Williams Racing driver, in a real car on a real track against virtual avatars of the F1 legends who inspired his love of racing. These retired racers’ joy served as an inspiring counterbalance to the hyper-competitive, pressure of F1 today.
This unprecedented real-vs.-virtual F1 race materialized as an unprecedented piece of content. Instead of the forgettable branded content most brands make, we made a Lap of Legends TV show that other brands advertised inside of on BBC America, AMC, and Roku. We’ve opened a new realm of possibility in the worlds of entertainment and media format for brands to use.