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From the 15th Annual Shorty Awards

Joy Is The Ultimate Trophy

Finalist in Innovative Media Buying Strategy

Gold Honor in Art Direction

Entered in Multi-Platform Campaign


A trophy may be the physical symbol of athletic achievement, but the true meaning of success is the joy you feel when achieving your goal and everything that you put in along the way. This campaign asked the question "what if we were able to focus on the joy in an ad, rather than the trophy for once?"

This idea reframes the concept of what winning truly means. As a brand that believes it's only worth it, if you enjoy it, we believe joy you experience both along the way to winning the trophy and the smile on your face once you raise it, is what truly matters. This concepts reframes the traditional "trophy photo" with several high-profile athletes and shifts the focus from the trophy and instead onto the smile on each athlete's face. We took images of top athletes like Serena Williams, Alex Morgan, Peyton Manning, Brooks Koepka and Nneka Ogwumike put these ads on high-profile OOH in NYC and LA as well as OOH and print ads in their hometown newspapers to demonstrate the joy is the ultimate trophy.

Strategy and Execution

This idea flipped the script on the traditional symbol of athletic achievement – a photo with the trophy. Instead of focusing on Serena Williams or Brooks Koepka raising a trophy, we focused on the joy on their faces. We supported this through PR efforts which provided context for each photo. Serena's joy wasn't the trophy, but rather that it was her first win as a new mother. Brooks' joy was the fact that he beat his childhood idol Tiger Woods to win the trophy. We did this for each athlete and put these images outside of some of the most iconic sports arenas like Madison Square Garden and The Staples Center as well as in each athlete's hometown.


This campaign was extremely targeted to contextual placements and within athlete hometowns in a limited flight, so MROI was not a KPI. However, the campaign reach was significant from both a paid and earned standpoint. 

- 32 million paid and earned impressions

- 6.8 million earned impressions

- Over 1K social mentions


Video for Joy Is The Ultimate Trophy

Entrant Company / Organization Name

GUT, Michelob ULTRA


Entry Credits