The Ask

Michelob Ultra needed to engage social athletes with a headline-producing event.

Audience

Casual athletes who enjoy celebrating a good workout together with a light beer.

Insight

Social athletes believe that every workout counts — even if it ends with a drink.

Strategy

Create pop-up bars using spaces that have previously gone unused.

Single-minded Idea

Every Space Counts

Execution

Michelob turns abandoned olympic facilities into thriving underground bars and clubs.