Skol Ultra Portrays the Unglamorous Lives of Everyday Athletes Who Still Like a Beer

W&K Sao Paulo's Spot Launches Low Carb Beer in Brazil

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The launch campaign for Skol Ultra, Skol's new low-carb and low-calorie beer, from Brazil sets out to show what exercising is like for ordinary, non-professional athletes -- it's not glamorous, but at least you can chill out afterwards with a beer.

The reality of exercising is captured in a series of light-hearted vignettes, including a woman struggling to put on her running shorts in a car, a jogger being chased by a dog, a woman checking emails while on her training bike and a guy in an office holding an ice-pack to his leg. It's all set to Nina Simone's "Feeling Good," with each character in turn singing a line from the song. At the end, they meet up and relax over Skol Ultra. The tagline is "the official beer for the non-official athletes."

The work, the first from Wieden& Kennedy for InBev in the Brazilian market, was created out of the agency's Sao Paulo office. Otavio Schiavon and Marco Martins, creative directors at the agency, said in a statement: "A beer developed for athletes seems like a contradiction at first. But, when we think about it a little, we remember that 99% of athletes are people like us, who have a career, a social life, a family, and juggle all that with a training regimen."

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About

Credits
Date
Sep 24, 2015
Agency:
Wieden + Kennedy - Sao Paulo
Client:
Skol Ultra
Executive Creative Director:
Renato Simões
Creative Director:
Marco Martins
Creative Director:
Otavio Schiavon
Copywriter:
Rafael Campello
Copywriter:
Maria Carolina Velloso
Copywriter:
Otavio Schiavon
Art Director:
Marco Martins
Art Director:
Juliana Leal
Agency Producer:
Guilherme Passos
Agency Producer:
Ricardo Balbin
Copywriter (Social Media):
Flavio Reghini
Art Director (Social):
Bruno Zampoli
Art Director (Social):
Rafael Rosa
Art Director (Social):
Felipe Revite
Account:
Fernanda de Lamare
Account:
Monique Lima
Account:
Vinícius Lopes
Social Strategy:
Larissa Perroni
Social Strategy:
Gustavo Perez
Social Strategy:
Luiza Richarte
Social Strategy:
Felipe Zyman
Social Strategy:
Paulo Vilarinho
Social Strategy:
Karina Salmen
Planning:
Rodrigo Maroni
Planning:
Vitor Amos
Media:
Renata Valio
Client Approval:
Paula Lindenberg
Client Approval:
Fabio Baracho
Client Approval:
Taciana Ávila
Client Approval:
Fernando Bayeux
Production Company:
Primo Buenos Aires
Production Company:
PBA Cinema/Produtora Associados
Director:
Nico Perez Veiga
Director:
Mayra Gama
Director of Photography:
Juliano Lopes
Executive Producer:
Mayra Gama
Producer:
Fernando Fanucchi
Editor:
Alejo Hoijman
Account:
Fernanda Gomes
Account:
Markinhos Fagundes
Post Coordinator:
Diulle Fonseca
Audio Facility:
Big Foote
Soundtrack Composer:
Chris Jordão
Soundtrack Composer:
Darren Solomon
Soundtrack Production:
Equipe Big Foote
Audio Production House:
Xanna D'Aguiar
Announcer:
Renato Godá
Post House:
Clan VFX

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