Role: Art Direction / Design
Only 1% of U.S. farmland is organic. The reason? Going organic is extremely challenging for struggling family farms. Michelob ULTRA Pure Gold, America’s leading organic beer, has taken on the mission to transform America’s agriculture with Contract for Change: an agreement that farmers sign today that guarantees them a buyer in 3 years, when their organic transition is complete, removing the biggest barrier. Contract for Change was offered to all American farmers. 104,000 acres are in transition today and will soon produce ingredients for Michelob ULTRA Pure Gold and countless other brands.
Michelob Ultra’s “Contract for Change” earned the Creative Effectiveness Grand Prix at the 2022 Cannes Lions International Festival of Creativity.
Team: (CCO) Andrés Ordóñez, (CD) Marianna Ruiz, (ACD) Tim Schoenmaeckers, (ACD) Niels Sienaert, (CD) Peter Carnavale