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.
Learn more about The One Show 2026
Category
Innovation / Execution in Integrated / Omnichannel
URL
Click to launch
Annual ID
OS24_IG054M
About the Work
Michelob ULTRA is a low-calorie beer that believes in joy as an essential component of an active lifestyle. You should be able to be physically active AND enjoy a beer afterwards. In other words, It’s Only Worth It If You Enjoy It.
So to continue growing Michelob ULTRA’s sales and market share, we injected “It’s Only Worth It If You Enjoy It” with a burst of cultural relevance and increased earned conversation.
As the Official Beer of the NBA, we focused on a problem: Over 250 million people globally can’t enjoy basketball, simply because they’re blind or visually impaired.
Such a pressing issue demanded a groundbreaking solution. So we harnessed the tech-forward spirit that fueled past activations like McEnroe vs McEnroe and NBA Courtside to once again do the unthinkable.
We developed a proprietary tech product using touch, haptics, and sound to translate the millions of data points during a live NBA game into an immersive, easy-to-follow experience. And we partnered with Cameron Black, a blind sports journalist, to bring that technology to life during a pivotal moment in basketball culture: the NBA Playoffs.
On April 21, 2023, using our Dreamcaster technology, Cameron became the first blind sportscaster to commentate an NBA game on live TV. And now, we’re bringing Dreamcaster technology to every NBA fan in every arena. We’ve created a web-based mobile app that harnesses sound and haptics to make the experience of attending a live basketball game more enjoyable for blind and visually impaired fans.
From making sports broadcast history to breaking the boundaries of accessibility technology, we continue to prove that It’s Only Worth It If We All Enjoy It.
So to continue growing Michelob ULTRA’s sales and market share, we injected “It’s Only Worth It If You Enjoy It” with a burst of cultural relevance and increased earned conversation.
As the Official Beer of the NBA, we focused on a problem: Over 250 million people globally can’t enjoy basketball, simply because they’re blind or visually impaired.
Such a pressing issue demanded a groundbreaking solution. So we harnessed the tech-forward spirit that fueled past activations like McEnroe vs McEnroe and NBA Courtside to once again do the unthinkable.
We developed a proprietary tech product using touch, haptics, and sound to translate the millions of data points during a live NBA game into an immersive, easy-to-follow experience. And we partnered with Cameron Black, a blind sports journalist, to bring that technology to life during a pivotal moment in basketball culture: the NBA Playoffs.
On April 21, 2023, using our Dreamcaster technology, Cameron became the first blind sportscaster to commentate an NBA game on live TV. And now, we’re bringing Dreamcaster technology to every NBA fan in every arena. We’ve created a web-based mobile app that harnesses sound and haptics to make the experience of attending a live basketball game more enjoyable for blind and visually impaired fans.
From making sports broadcast history to breaking the boundaries of accessibility technology, we continue to prove that It’s Only Worth It If We All Enjoy It.
2024 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
3 PM Agency/Weber Shandwick / New York
Media Agency
Starcom Media / New York
Client / Brand
AB InBev / Michelob ULTRA / New York
Production Company
456 Studios / New York
Helo / West Hollywood
Music / Sound Production Company
Citizen Music / New York
DaHouse Audio / Los Angeles
Art Director
Victoria Rocha
Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Chief Marketing Officer
Benoit Garbe
Chief Strategy Officer
Todd Sussman
Creative Director
Simon Dolsten
Thomas Mori
Design Director
Eric Benitez
Director of Photography
Greta Zozula
Executive Producer
Carol Masseti
Cassiano Derenji
Iris Fuzaro
Group Creative Director
Alexandre Abrantes
Producer
Kate Sims
Strategy Director
Jamie Rutherford
Assistant Editor
Andre Correa
Content Producer
Clint Caluory
Tina Nakane
Creative Director Content
William Maher
Executive Producer, Integrated Projects
Max Knies
Global Art Director & Designer
Vitor Hugo Favero
Global Creative Partner
Danilo Boer
Lead Editor & Animator
Breithner Monteiro
Music Director, Music Producer, Sound Designer, Mix
Lucas Mayer
Senior Art Director
Roxane Schneider
Senior Content Creator
Adam Nelson
Senior Copywriter
Pieter Claeys
Senior Strategist
Michael Schonfeld
Sound Designer & Mix
Fernando Ianni
VP, Executive Integrated Producer
Daniel Roversi
Account Direction, Media Relations
Jackie Baez
Account Supervisor
Logan Butler
Animation
Bruno Ronzani
Assistant Account Executive
Matthew Hamburg
Associate Project Manager
Lilly Sessions
Audio Engineer
Jon Lloyd
Pete Karam
CEO & Founder
Adam Lebenstein
Chief Executive Officer
Brendan Kiernan
Creative Engineering & Development
Helo, Nepyru / West Hollywood
Creative Partner / Composer
Tomas Jacobi
Director of Business Affairs
Janice Katz
Director of National Media
Alexis Unwalla
Director Sports Marketing & Partnerships
Dylan Ruby
Director, Marketing Communications
Jessica Thorpe
Head of Art & Design
Sy-Jenq Cheng
Head of Marketing Communications
Talita Andrade
Head of Production
Molly Young
Junior Producer
Kai Rizzuto
Management supervisor
Elisa Tanganelli
Manager, Marketing Services
Delaney Adams
Managing Director
Matthew Kahn
Mix
Rodrigo Deltoro
Music Producer
Rodrigo Lemos
Silvinho Erné
Wonder Bettin
President
Justin Moore-Levy
Production Designer
Clayton Keiber
Production Manager
Connor Bland
Senior Director, Brand Marketing
Miles Ritenour
Senior Editor
Stephen Jess
Senior Integrated Producer
Pim Leeuwenkamp
Senior Manager
Lemondria Hobbs
Senior Marketing Director, Communications
Ashley Willliams
Senior Marketing Director, Digital
Leah Saccoccio
Senior Post Producer
Katz Hernández
Senior Project Manager
Abby Kiefer
Senior Vice President
Jim Sias
Peter Martin
Studio Director
Jackie Helfgott
SVP, Group Account Director
Diana Gonzalez Cash
SVP, Head of Production & Content
Nick Williams
VFX
Hugo Morias
Thales Macedo
VFX Lead
Doma Harkai
Vice President, Marketing
Ricardo Marques
Video Caption Corporation
Vicaps / New York
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