Agency / Project: Wieden+Kennedy + Michelob Ultra
Wieden+Kennedy approached SoStereo with plans to release a wide campaign for Michelob Ultra sporting a new tagline, “It’s only worth it if you enjoy it”, highlighting the versatility of their various beverages. Each of the spots would be centered around different activities in which the beverage would tell its own story.
W+K envisioned a strong sonic identity across the spots – unpretentious, with a hint of fun – tying everything together without sticking to one genre or sound. Each of the spots would be centered around different activities in which the beverage would come into play to tell its own unique tale, supported by the music.
As with all projects, timeline and budget were top of mind – and because each spot was unique, it was crucial that each track used was consistent from a sonic identity standpoint. So, how do you get multiple songs from real artists, fast & cost-effectively, that compliment each other while still remaining unique & individual? That’s where SoStereo came into play.
Because we work with real artists, true identity was a factor from the beginning. Each of our songs are pre-cleared and pre-approved, so we were able to move quickly based on budget. Our expert in-house creatives sorted through each spot and the corresponding music, delivering a collection of songs before ultimately settling on eight tracks across different genres that are consistent in vibe and perfectly compliment the campaign.