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Contract for Change
Michelob Ultra · 2019
- Agency
- FCB Chicago
- Campaign
- Contract for Change
Analysis
Michelob Ultra presented its commitment to buy crops from farmers who convert to organic production. The signed agreement serves as the campaign's visual.
“A revolutionary agreement to transform America's agriculture”
Commitment as proofDocument format
Why it worked
The signatures and formal layout give the promise a concrete form. The brand name connects the agricultural change to its beer.
Lesson
Show the agreement that makes a brand promise possible.
Image source
© Michelob Ultra. Shown for study and commentary.
Not affiliated with or endorsed by Michelob Ultra.