The challenge? Leverage Michelob ULTRA’s Leo Messi partnership to drive awareness of their ‘Superior Access’ programme at Copa America 2024 - without any shoot time with Leo.

The solution? Go through his best mate - Luis Suarez. A fun social film that went live on Messi and Suarez’ channels, and sparked Messi’s first ever instagram interaction - something that wasn’t lost on fans. Even David Beckham got involved in the comments section.

The results were crazy:

• 80m organic views

• 5m organic engagements

• 1279% increase in daily users of Superior Access platform

• Biggest share of voice at Copa America - 57% (Puma next highest on 19%)

• Became #1 beer brand in the US on week of release