Creativity

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

By Alexandra Jardine. Published on Sep 24, 2015

Editor's Pick

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."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

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

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.