Creative Director’s Choice: The Bloc’s Bernardo Romero on Michelob’s ‘6 for 6-Pack’ initiative

Michelob Ultra Pure Gold's '6 for 6-Pack' initiative

Creative Director’s Choice gives creative directors a chance to highlight the best work and spotlight campaigns that are making a difference.

Bernardo Romero, chief creative officer at health creative agency The Bloc, discusses the reasons he thinks the purpose-driven ‘6 for 6-Pack’ Super Bowl campaign from Michelob Ultra Pure Gold hits a personal high note with him.

In 2010 I was diagnosed with type 1.5 diabetes. My entire world collapsed that day. But as I’ve always been an optimistic Brazilian soul, somehow I felt I had to take that downturn and make into something positive out of it.

Two months later I started to use my creativity and resources to – in partnership with different non-profit diabetes institutions in Brazil – early diagnosis of people with the disease. And it felt good. After more than 3,000 people were diagnosed I was confident I’d finally had a found purpose in my career and my life. But even though, five years later, I had a great job, great clients and brands, something felt off, as I had this big ongoing uneasy feeling of lack of purpose at work.

After shifting from consumer to pharma/healthcare I finally found what I was looking for: working with brands that were born with a purpose. And it’s interesting to see how difficult it is, and always has been for consumer brands to find purpose and relevance in a society that couldn’t care less about brands, especially if they’re not aligned with Gen Z’s new mantra: ‘purpose and happiness’.

That’s why I want to commend the clients and the team behind the ‘6 for 6-Pack’ project for Michelob Ultra Pure Gold for finding a relevant purpose for a beer brand – in my opinion, one of the toughest jobs in the world.

The idea is simple: turn six square feet of farmland into organic with each purchase of a six-pack of Michelob Ultra Pure Gold. The beauty of re-purposing the meaning of a six-pack is in itself worth the time, but there’s more. The 60-second Super Bowl spot is spot on. Extremely well crafted, entertaining, and was one of the most commented-on ads during the big game. It shows that consumer work can have purpose behind it. Trust me, it’s worth spending every single one of your precious next 60 seconds of life.

Bernardo Romero is chief creative officer at health creative agency The Bloc in New York.

See the spot by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

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