Munko was hit up by the brilliant folks at Draftline NYC who had an intriguing campaign devised for the launch of a new line of Organic Flavors for their signature Michelob Ultra Organic Seltzer. Of course, this new line of flavors was made with Real Organic Fruit Juice, and as always, Real is Better – so who would disagree with that? The answer is the one community who passionately hates things that are real – Artificial Intelligence. So the ask was to visualize the parallel thought processes of an AI attacking the transmission of the commercial feed and reprogramming something it deems much more interesting.
This line of beverages is already at the cutting edge with its 100% Organic Ingredients, so it was only fitting that the team do something that in its essence, in its visual style, in its tech and graphic design, surpasses what’s expected. An approach that does something totally surprising and artful. In turn the brand then owns a story, it owns characters, it owns a certain kind of personality, a look and language that is undeniably Michelob Ultra Organic Seltzer.
