The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

mike's in a Beer World

Agency FCB / New York + FCB Brasil / São Paulo + AB InBev / Mike's Hard Lemonade

Client ABInBev mike's Hard Lemonade


Integrated Campaign

Annual ID


About the Work

If you’re going to a party in South America, people expect you to bring beer. It’s a cultural rule of thumb. When 18-24 year-olds get together, they consume 660% more beer than other kinds of alcohol. But it puts Gen Z drinkers in a tough spot. They don’t always want to drink beer, but they often buy beer to fit in with everyone else at the party. They’re actually more interested in other kinds of alcohol — namely sweet, refreshing, and easy-to-drink beverages. So mike’s Hard Lemonade showed up exactly where people are told to buy beer for parties: in beer ad campaigns themselves. We partnered with ABI beer brands in South America to create the first-ever ad campaigns within other campaigns. First, we put someone drinking mike’s in the background of our beer partners’ ads. Then we shot our own ads on the sets of those beer ads, but from the mike’s drinker’s POV. The hard lemonade and beer commercials ran back-to-back. Finally, we took hard lemonade everywhere else beer went: events, social media, film, out-of-home, radio, e-commerce, and at point-of-sale. mike’s made it OK for Gen Z to drink what they actually wanted to drink at parties across South America.

2023 Awards

Total Points: 3




FCB / New York
FCB Brasil / Sao Paulo

Client / Brand

AB InBev / Mike's Hard Lemonade

Music / Sound Production Company

JSM Music

Art Director

Fernanda Yoshimura


Alexandre Vasquez

Creative Director

Alexandre Abrantes

Executive Creative Director

Anna Martha
Marcelo Rizerio
Samira Ansari

Account Director

Jack Lodge

Account Executive

Priscila Silva

Account Supervisor

Logan Butler
Sean Kittredge

Senior Art Director

Lara Polovina
Waner Almeida

Senior Copywriter

Chloe Bayhack

Strategy Director

Gustavo Zilles
James Friedman
Jamie Rutherford

SVP Group Account Director

Amy Elkins
Elton Longhi
Megan Bundy

Account Manager

Tassia Massumi

Chief strategy Officer

Renata D'Ávila

Content Supervisor

Joao Paulo Cardoso
Carolina Venancio

Global Marketing Director

Caitlin Partridge

Global Vice President, Beyond Beer, Craft & Specialties

Thiago Zanettini

Head of Future Beverages

Gabriela Gallo

Head of Mike´s Hard Lemonade Brazil

Annelise Alves

Health, Wellness & Adjacencies Brand Manager

Sara Donado

Innovation Creative Director

Pedro Araujo

Mike´s Hard Lemonade Marketing in Brazil

Eugenia Zagallo
Guibing Poyares

Senior Project Manager

Abby Kiefer

Senior Strategist

Michael Schonfeld

Strategy Manager

Rodrigo Almeida

VP, Account Director

Ashley Read

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