Experiential, Creative Direction
Client: Michelob ULTRA
At SXSW, where brands fight for attention, Michelob ULTRA Pure Gold saw an opportunity to hack a moment of stress, with a moment of calm. Pure Gold collaborated with The Big Quiet, leaders in modern meditation for the masses to cut through one of the most information-filled festivals in the world with silence. 2,000 strangers united in a meditation at the outdoor terrace of the Long Center overlooking the Austin skyline during sunset. They connected with breath—free from technology and away from distraction. When the crowd awakened from the meditation, they discovered a strings orchestra playing with Grammy-nominated artist Miguel, indie artist Bishop Briggs and emerging artist Cautious Clay, composed solely for this event. Instead of making a loud splash in its SXSW debut, the USDA certified organic beer championed a deeper connection to nature, ourselves and one another—reimagining what a live brand event could mean for everyone.
Program Overview
The Results
45MM
Media Placements
87.1MM
PR Impressions
99% +
Social Sentiment
17.5MM
Social Impressions
Media Response
“SXSW may be one of the most frantic, boisterous festivals out there—and that’s exactly why Michelob Ultra challenged itself to create a moment of peace and tranquility for thousands of attendees in its very first SXSW activation.”
– ADWEEK
“Even beer company Michelob ULTRA is getting in on the act. In order to mark its first appearance at the festival, its hosting a guided group mediation session, in a closed eyes setting, in support of its certified organic ULTRA Pure Gold beer, which came to market in February 2018.”
– GLOSSY
“Between panels, pop-ups and taco trucks, 2,000 people participated in a mass meditation at SXSW on Sunday evening as part of Pure Golden Hour, presented by Michelob ULTRA Pure Gold.”
– Page Six
