The One Show
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Category
Real-Time Data
Annual ID
OS25_CU008S
Background
Michelob ULTRA aimed to disrupt the F1 sponsorship landscape and solidify its premium positioning in a sport dominated by Heineken. F1 fans expect innovative, immersive experiences that bring them closer to the action. Recognizing the power of data in F1, where real-time telemetry and split-second decisions shape races, Michelob ULTRA leveraged its Williams Racing partnership to redefine engagement. The challenge: Use real-time data to create an unforgettable experience that reinforces Michelob ULTRA’s commitment to innovation and joy in sports.
Creative Idea
Lap of Legends turned real-time data into the star of the show.
The concept: an unprecedented real-vs.-virtual F1 race where Logan Sargeant competed on a real track against augmented-reality avatars of F1 legends. Using live telemetry from Sargeant’s car, combined with years of historical data from F1 legends, the AR avatars reacted in real time to Logan’s movements. This innovative use of real-time data created a dynamic, competitive race that engaged fans on multiple levels and showcased Michelob ULTRA’s ability to push boundaries in a premium, fast-paced sport.
The concept: an unprecedented real-vs.-virtual F1 race where Logan Sargeant competed on a real track against augmented-reality avatars of F1 legends. Using live telemetry from Sargeant’s car, combined with years of historical data from F1 legends, the AR avatars reacted in real time to Logan’s movements. This innovative use of real-time data created a dynamic, competitive race that engaged fans on multiple levels and showcased Michelob ULTRA’s ability to push boundaries in a premium, fast-paced sport.
Insights & Strategy
Insight: From lap times to telemetry, data is the backbone of F1 racing. However, it’s rarely visualized in ways that fans can directly experience.
Strategy: Make real-time data the centerpiece of a campaign that transforms F1’s core experience into something new and unforgettable. By integrating live telemetry, AI, and AR, Lap of Legends elevated real-time data from an unseen technical element to a visually compelling narrative. This approach aligned Michelob ULTRA with innovation, premium entertainment, and the sport’s unique cultural relevance.
Strategy: Make real-time data the centerpiece of a campaign that transforms F1’s core experience into something new and unforgettable. By integrating live telemetry, AI, and AR, Lap of Legends elevated real-time data from an unseen technical element to a visually compelling narrative. This approach aligned Michelob ULTRA with innovation, premium entertainment, and the sport’s unique cultural relevance.
Execution
The execution relied on the seamless integration of real-time data.
Logan Sargeant raced in his car — like he normally would — at Silverstone, home of the British Grand Prix. But his digitized opponents appeared as augmented reality avatars in his racing helmet, responding to his driving motions in real time. We used AI to gather 45 years of data and deploy 42.3 million data points to build unique racer profiles that had 198 unique attributes — so the virtual racers think and drive like they used to. We then conveyed Logan’s movements to them via real-time data, allowing them to react to his every move.
The event aired live across AMC, Roku, and BBC America, while social media content from influencers and the media shared the Lap of Legends experience, driving earned impressions and continued conversation.
By leveraging data from F1 legends’ historical performances and Sargeant’s real-time driving, Lap of Legends showcased the brand’s ability to innovate while honoring the sport’s rich legacy.
Logan Sargeant raced in his car — like he normally would — at Silverstone, home of the British Grand Prix. But his digitized opponents appeared as augmented reality avatars in his racing helmet, responding to his driving motions in real time. We used AI to gather 45 years of data and deploy 42.3 million data points to build unique racer profiles that had 198 unique attributes — so the virtual racers think and drive like they used to. We then conveyed Logan’s movements to them via real-time data, allowing them to react to his every move.
The event aired live across AMC, Roku, and BBC America, while social media content from influencers and the media shared the Lap of Legends experience, driving earned impressions and continued conversation.
By leveraging data from F1 legends’ historical performances and Sargeant’s real-time driving, Lap of Legends showcased the brand’s ability to innovate while honoring the sport’s rich legacy.
Results
The use of real-time data in Lap of Legends delivered exceptional results. The event achieved 300 million impressions and unlocked $10M in media value, covering production costs entirely. The brand’s positive reputation among F1 fans increased by 5.9% and drove +19% revenue growth at the Michelob ULTRA Fan Zone compared to 2024 averages. Additionally, the campaign generated +16% more cultural conversation than Heineken, underscoring the success of real-time data as a tool to engage audiences and disrupt a competitive landscape.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
FCB / New York
Client / Brand
AB InBev - Michelob ULTRA
Production Company
The Mill / New York
Music / Sound Production Company
Citizen Music
Animator
Doma Harkai
Art Director
Ilgi Candar Dyer
Associate Creative Director
David Green
Lara Polovina
Chief Creative Officer
Michael Aimette
Chief Strategy Officer
Todd Sussman
Creative Director
Jim Robbins
Thomas Mori
Design Director
Eric Benitez
Designer
Ella Hyunjoo Ahn
Director
Andrew Proctor
Mara Rudolph
Editor
Chris Monteiro
Jake Zimet
Executive Creative Director
Alexandre Abrantes
Producer
Katherine Miccio
Ramya Shankar
Strategy Director
Jamie Rutherford
Assistant Editor
Andre Correa
Associate Producer
Jenna Ramon
Executive Producer
Chris Connolly
Global Art Director & Designer
Vitor Hugo Favero
Global Creative Partner
Danilo Boer
Group Strategy Director
Alex Beerden
Head of Design
Sy-Jenq Cheng
Lead Editor
Breithner Monteiro
Senior Designer
Simon Fernandes
Senior Producer
Catherine M. Fischer
Senior Strategist
Michael Schonfeld
VP, Executive Integrated Producer
Daniel Roversi
2D Lead
David Piombino
Account Director
Elisa Tanganelli
Account Executive
Gillian Bloom
Matthew Hamburg
Louis Carvell
Account Manager
Brian Sanchez
Account Supervisor
Logan Butler
Analyst, Paid Social
Nicholas Galanti
Archival Producer
Lizzy McGlynn
Associate
Elena Holceker
Associate Director, Content
Zena Gittens
Associate Director, Digital Investment
Ashley Gigante
Associate Director, Investment
Griffin Noake
Associate Director, Paid Social
Kelly Lynn Chagnon
Associate Director, Strategy
Alex Nathanson
Associate General Counsel, Anheuser-Busch
Cara Stuckel
Erika Cohn
Associate Program Director
Abby Kiefer
Brand Director of Digital, Michelob ULTRA
Teresa Keeney
Brand Director, Michelob ULTRA
Leah Saccoccio
Car Assembly Manager - Heritage
Jim Barker
CG Lead
Stephen Eisenmann
Creative
Simon Dolsten
DIL Team Leader
Andrew Newton
Director of Business Affairs
Janice Katz
Director of Experience
Jocelyn Birsch
Director of Experiential Marketing, Michelob ULTRA
Matias Regenhardt
Director Sports Marketing and Partnerships, Michelob ULTRA
Dylan Ruby
Director, Digital Investment
Juli Marques
Director, National Media, Michelob ULTRA
Alexis Unwalla
Executive Creative Director, Production
Gavin Wellsman
Executive Vice President, Investment
Kara Lazarus
Experience Senior Producer
Lyn Gaza
Experience Technology Director
Adam Smith
F1 Media Communication
Rebecca Banks
Head of Design & Creative Director
Patrick Coleman
Head of Live Action UK
Johnny Blick
Head of Media
Juliana Wurzburger
Head of Partnerships
James Southerland
Key Account Executive
Tony Cassano
Line Producer
Swifty Hanrahan
Tim Tyrell
Manager
Elayza Gonzalez
Jake Spitz
Manager, Paid Social
Corey E. Brown
Managing Director
Angela Lupo
Media Sales Manager
Dave Bignel
Partner Manager
Charlie Raven
Project Manager
Lilly Sessions
Sales Account Manager Media Rights
Holly Boyd
Senior Analyst, Paid Media
Issac Aronoff
Senior Analyst, Paid Social
Isaac Aronoff
Senior Creative Developer
Rui An
Senior Partner Manager
Juliette Pelham
Senior Post Producer
Matt Klein
Senior Project Manager
Chelsea Harmon
Samantha Sam
Senior Vice President
Peter Martin
Senior Vice President, Creative Experience
Gerard Martin
Sr. Account Manager
Zoe Schafer
Sr. Brand Director, Michelob ULTRA
Miles Ritenour
Sr. Business Affairs Manager
Jeff Robertson
Sr. Comms Strategist
Dominique Thibault
Sr. Director, Marketing Communications, Anheuser-Busch
Lacey Clifford
Sr. Manager, Michelob ULTRA
Sarah Ben-Zvi
Sr. Talent Manager
Jewel Chandler
Studio Director
Jackie Helfgott
Supervisor, Investment
Alex Anderson
SVP, Group Account Director
Diana Gonzalez Cash
SVP, Head of Production & Content
Nick Williams
The Garage Crew at Williams Racing
The Garage Crew at Williams Racing
Vice President, Content and Partnerships
Mike DeSanti
Vice President, Investment
Jaime Millman
Vice President, Strategy
Justin Simon
VP Marketing, Michelob ULTRA
Ricardo Marques
VP of Creative, Michelob ULTRA
Talita Andrade
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