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

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."

Credits

Date
Sep 24, 2015
Agency :
Wieden & Kennedy - Sao Paulo
Brand :
Skol Ultra
Client :
Skol Ultra
Executive Creative Director :
Renato Simes
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
Social Media Copywriter :
Flavio Reghini
Art Director :
Bruno Zampoli
Art Director :
Rafael Rosa
Art Director :
Felipe Revite
Account :
Fernanda de Lamare
Account :
Monique Lima
Account :
Vincius 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 vila
Client Approval :
Fernando Bayeux
Production Company :
Primo Buenos Aires
Production Company :
PBA Cinema/Produtora Associados
Director :
Nico Perez Veiga
Director :
Mayra Gama
Director, Photography :
Juliano Lopes
Executive Producer :
Mayra Gama
Producer :
Fernando Fanucchi
Editor :
Alejo Hoijman
Account :
Fernanda Gomes
Account :
Markinhos Fagundes
Post Production Coordinator :
Diulle Fonseca
Audio Facility :
Big Foote
Soundtrack Composer :
Chris Jordo
Soundtrack Composer :
Darren Solomon
Audio Production House :
Xanna D'Aguiar
Announcer :
Renato God
Post House :
Clan VFX
Soundtrack Production :
Equipe Big Foote

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