By Audrey Kemp | Junior Reporter

June 22, 2022 | 3 min read

In an FCB-produced campaign, Michelob pledged to transform America’s agriculture and, ultimately, the planet. The promise earned the highest honor today at the Cannes Lions International Festival for Creativity.

Michelob Ultra is starting a 'revolutionary' movement that every American farmer is encouraged to join. In a campaign titled 'Contract for Change,' the Anheuser-Busch brand has embarked on transforming over 100,000 acres of farmland to produce ingredients for Michelob ULTRA Pure Gold organic beer. Today, less than 1% of America's farmland is organic.

The undertaking is expected to take three years and cost Michelob money, heralding a sacrifice for the greater good. By signing ‘Contract for Change,’ farmers are guaranteed a buyer when the transformation is complete.

The 2:14 ad opens in the dimly lit kitchen of a pensive farmer, who through a voice weathered by years of hard work, reflects on the sobering state of the industry. “Farming is no longer about quality,” he croaks. “It’s about producing more, faster, cheaper. Most farmers would love to grow natural food again, but we’re on a treadmill that we can’t get off of.”

Suddenly, crop dusters are shown, showering fields of produce with pesticides. Then, to demonstrate the devastation modern farming has caused, a drought accompanies a quote from the Pesticide Action Network of North America that states: “We’re destroying the ecosystems upon which our survival depends.”

The spot not only scored Cannes Lions’ top award out of 258 other entries, but also a Clio award.

According to Creative Effectiveness Lions jury president Raja Rajamannar, who also serves as chief marketing and communications officer at Mastercard, the selection was made by narrowing it town to the “best of the absolute best.”

“The campaign we chose was not only strong on creativity and effectiveness, it went above and beyond – it is disruptive, game-changing and has impact lasting into the future,” he said. “It’s a powerful example of how marketing should play an effective role in driving the business, build the brand and play a key role in the entire business value chain.”

The Cannes Lions Festival –- which was on hiatus for two years during the pandemic -– is back and will continue to run through June 24.

Check out all the big winners at Cannes this year.

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