PACE ULTRA
YOUNG LIONS 2025
AMSTEL ULTRA
Young Lions Brazil (2025)_shortlist selected
Art Director : Ayrton Bená
72 calories? Perfectly burnable at a 7:20 pace.
This year, Amstel challenged creatives to dream up digital experiences that speak the same language as its audience: fun, social, and deeply connected to the technology they already love.
Our briefing was to find an insight that felt unmistakably Amstel, while living right inside the apps and gadgets runners and cyclists use every day.
Amstel Ultra is a 72-calorie beer made for light, easy moments.
By translating Amstel Ultra’s calorie count into a running pace, we created Pace Ultra: a 7:20 min/km rhythm designed for relaxed runs, recovery days and social workouts. A pace where the effort to burn an Amstel Ultra feels just as light as drinking one.
Runners were invited to complete a workout using the Ultra Pace on their favorite running app and share the result with the hashtag #PaceUltra. Those who completed the challenge received a 72% discount on an Amstel Ultra pack.