Calorie Burning URL
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Interactive Press Adverts / 2021
Award: Wood Pencil
Wood Pencil / Media / Interaction
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Press Adverts
Award: Shortlist
Shortlist / Media / Press & Outdoor
Award: Shortlist
Shortlist / Digital / Physical & Digital
Award: Shortlist
Shortlist / Press & Outdoor / Press Adverts
How do you make low-calorie-conscious beer drinkers aware that 96-calorie Miller Lite is only one calorie more than Michelob Ultra, with far more taste? The Miller Lite Ridiculously Long Calorie-Burning Big Game URL was a dressed-up giveaway site, only active during Michelob Ultra's Super Bowl commercial. The ridiculous length made users actually burn the one-calorie difference by just typing the address, while distracting them from the competitor's super expensive ad. Miller Lite debuted the URL in a medium that could not be highlighted, copied or pasted: the back page of the New York Times.
