Only 1% of American farmland is organic. Converting a farm takes three years, three years that farmers have had to carry alone.
Anheuser-Busch, one of the world’s largest buyers of grain, wanted to change that. So we created Contract for Change and launched Michelob ULTRA Pure Gold Organic by inviting farmers to sign a contract that supported them while they returned their soil to organic.
One revolutionary campaign. Two Cannes Grand Prix. And a lot of happy farmland.
Executive Creative Director and Writer, FCB Chicago & NYC.