ADC Awards
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Category
Innovation / Direct
Annual ID
ADC_ADV21_095M
About the Work
Even though 90% of Americans want to buy organic food and drinks, less than 1% of America’s farmland is organic, a shocking reality that’s jeopardizing our health and environment. The reason? Going organic takes three extremely difficult years, an impossible challenge for struggling family farms.
With insufficient government support for transitioning farmers, Michelob ULTRA Pure Gold, America’s leading organic beer, has taken on the mission to transform America’s agriculture with Contract for Change: an agreement that farmers sign today that guarantees them a buyer in three years, when their organic transition is complete. The certainty of having a large buyer like Michelob ULTRA removes the main barrier to going organic.
Another barrier is the income farmers lose during the transition. The contract includes a commitment from Anheuser-Busch to buy crops during that transition for its yearly production of non-organic beers at a 25% higher price, so farmers don’t lose money. Finally the contract provides organic training, through the biggest agricultural organizations.
Contract for Change was offered to all American farmers through a hyper-targeted approach towards the farming community, with a physical copy of the contract sent to farmers by mail. It was supported by email, targeted Facebook ads, local wildposting, radio spots, and print ads in local newspapers and agriculture publications. PR outreach led to national coverage from agricultural and mainstream media such as Organic Insider, Marketwatch and Forbes. Anheuser-Busch also engaged directly with its existing conventional farmers through its agronomist team.
175 farmers have already signed the contract, and 104,000 acres are in transition. Once those fields become organic, they’ll allow Michelob ULTRA Pure Gold to expand its production by 25%, as well as produce ingredients for hundreds of other organic brands.
Contract for Change will be offered for many years, helping secure the future of America’s organic farmland.
With insufficient government support for transitioning farmers, Michelob ULTRA Pure Gold, America’s leading organic beer, has taken on the mission to transform America’s agriculture with Contract for Change: an agreement that farmers sign today that guarantees them a buyer in three years, when their organic transition is complete. The certainty of having a large buyer like Michelob ULTRA removes the main barrier to going organic.
Another barrier is the income farmers lose during the transition. The contract includes a commitment from Anheuser-Busch to buy crops during that transition for its yearly production of non-organic beers at a 25% higher price, so farmers don’t lose money. Finally the contract provides organic training, through the biggest agricultural organizations.
Contract for Change was offered to all American farmers through a hyper-targeted approach towards the farming community, with a physical copy of the contract sent to farmers by mail. It was supported by email, targeted Facebook ads, local wildposting, radio spots, and print ads in local newspapers and agriculture publications. PR outreach led to national coverage from agricultural and mainstream media such as Organic Insider, Marketwatch and Forbes. Anheuser-Busch also engaged directly with its existing conventional farmers through its agronomist team.
175 farmers have already signed the contract, and 104,000 acres are in transition. Once those fields become organic, they’ll allow Michelob ULTRA Pure Gold to expand its production by 25%, as well as produce ingredients for hundreds of other organic brands.
Contract for Change will be offered for many years, helping secure the future of America’s organic farmland.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
FCB / Chicago
FCB / New York
Post Production Company
Lord + Thomas / Chicago
Myles Beeson
Chief Creative Officer
Fred Levron
Gabriel Schmitt
Andrés Ordóñez
Creative Director
Niels Sienaert
Tim Schoenmaeckers
Peter Carnavale
Director
Samantha Durrant
Director of Photography
Myles Beeson
Editor
Cameron Yergler
Executive Creative Director
John Bleeden
Executive Producer
Ximena Aguirre
Photographer
Steven Piper
Former Chief Creative Officer
Liz Taylor
Former Chief Strategy Officer
John Kenny
Senior Art Director
Marcus McCoy
Senior Producer
Carolina Velez
VP, Creative Director
Marianna Ruiz
Account Supervisor
Michael Fox
Audio Engineer
Batsirayi Zesaguli
Director, Project Management
Kristin Oberg
EVP, Group Management Director
Antoniette Wico
Post Producer
Alex Bartczak
Production Business Manager
Steve Armstead
Senior Director of Agricultural Procurement
Jessica Newman
Senior Marketing Director
Marcela Garcia
Senior Production Business Manager
Ellen Kuratnik
Senior Strategic Planner
Melissa Jackson
Studio Manager
Drew Beeson
SVP, Director of Strategic Planning
Thomas Hehir
Talent Manager
Trish Gregor
Traffic Manager
Mary Beth Patton
Vice President, Marketing (Current)
Ricardo Marques
Vice President, Marketing (Former)
Azania Andrews
VP, Analytics Director
Paul Bierzychudek
VP, Director of Audio
Jason Ryan
VP, Director of Production
Joe Tipre
VP, Management Director
Bianca Marcus
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