McEnroe vs McEnroe
Award: Yellow Pencil
Yellow Pencil / Entertainment / Use of MR / 2023
Award: Yellow Pencil
Yellow Pencil / Media / Use of XR
Award: Graphite Pencil
Graphite Pencil / Experiential / Use of Technology
Award: Graphite Pencil
Graphite Pencil / Media / Entertainment
Award: Graphite Pencil
Graphite Pencil / Gaming & Virtual Worlds / Use of MR
Award: Wood Pencil
Wood Pencil / Experiential / Use of MR
Award: Wood Pencil
Wood Pencil / Film / Innovation
Award: Wood Pencil
Wood Pencil / Media / Events & Stunts
Award: Wood Pencil
Wood Pencil / Media / Collaboration
Award: Wood Pencil
Wood Pencil / Creative Transformation / Spaces
Award: Wood Pencil
Wood Pencil / Animation / Use of XR
Award: Wood Pencil
Wood Pencil / Gaming & Virtual Worlds / Use of Avatars
Award: Shortlist
Shortlist / Direct / Events
Award: Shortlist
Shortlist / Direct / Innovation
Award: Shortlist
Shortlist / Direct / Use of XR
Award: Shortlist
Shortlist / Media / Integrated
Award: Shortlist
Shortlist / Digital / Use of XR
Award: Shortlist
Shortlist / Integrated / Large Enterprise
Award: Shortlist
Shortlist / Digital Design / Use of Data
Award: Shortlist
Shortlist / Spatial Design / Installations
Michelob ULTRA created and produced the first tennis match held between real and virtual players. The match was between John McEnroe and five virtual avatars of himself throughout various points in his career. The first-of-its kind branded content broadcast gave ULTRA one hour of free media on ESPN and clearly demonstrated the brand's 'It's only worth it if you enjoy it' platform in a compelling, entertaining, and technologically advanced way. The event reminded us all to enjoy the journey by giving tennis icon John McEnroe the chance to relive his.
What did the judges have to say?
As much I don't want to admit AI is going to run the future of everything we touch, this campaign did it right. Craftsmanship of the work was impeccable, and they used the campaign to challenge what entertainment can be. I'm expecting more work will be like this in the future, but I commend this campaign for being quick in developing game-changing content.
Jax Jung, Global Creative Director, Cheil Worldwide