2022 Winner

To help Michelob Ultra announce its partnership with the NBA in Canada and bring to life its “Live Fit. Live Fun” positioning, Anomaly transformed billboards across Canada into highly visible, interactive signage that challenged people to “Get Buckets.” A series of six- and 15-second videos featured NBA trainer and influencer Chris Matthews, a.k.a. Lethal Shooter, shooting hoops on the top of Scotiabank Tower, and encouraged audiences to also “Get Buckets” on the back of its boards. A social contest invited fans to share footage of themselves shooting hoops, while social assets leveraged NBA footage featuring Michelob Ultra partners Jimmy Butler and Anthony Davies. The brand gained over 16 million impressions from its billboards. On YouTube, the 15-second stunt content piece received over seven million views, and the campaign generated eight million traditional media impressions, as well as nine million social impressions.

Credits

Client: Labatt / ABinBev
Agency: Anomaly
Senior Brand Director: Mike Bascom
Senior Brand Managers:
Hannah Simpson
Kevin Degruijter
ECD / Partner: Pete Breton
ECD / Partner: Dave Douglass
GCD: Neil Blewett
Art Director: Jon Barnes
Writer: Jimmy Wei
Design Director: Shawn Lambino
Designer: Lucas Young
CEO & Partner: Franke Rodriguez
President, Managing Partner: Candace Borland
Group Business Head: Matt Holton
Business Director: Alexa Espinosa
Account Supervisor: Danielle Haberman
Account Director: Pat Martini
Group Planning Director: Mahmoud El Kattan
Head of Production: Marie-Pierre Toure
Agency Producer: Nick Hutcheson
Social Media Strategist: Matt Stasoff
Production Company: UNR Studios