SXSW

Finding Serenity at SXSW With Michelob Ultra’s Sunset Meditation Event

The beer brand's first activation for the festival brought a much-needed calm

Video: Josh Rios, Dianna McDougall; Editor: Nick Gardner

By Sammy Nickalls

March 11, 2019

SXSW may be one of the most frantic, boisterous festivals out there—and that’s exactly why Michelob Ultra challenged itself to create a moment of peace and tranquility for thousands of attendees in its very first SXSW activation.

Sammy Nickalls
@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
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