Michelob Ultra turns fan messages into a Messi mural

The American beer brand executed a unique matchday activation during the '10's farewell match against Benin.

Setting up an interactive booth outside the Monumental Stadium, the brand provided supporters with custom note cards to write personal thank-you messages honoring Messi's legendary career with the national team.

Over 3,000 fan messages were collected and placed inside individual plastic modules to assemble a massive mural of the captain lifting the World Cup, designed by Argentine artist Gonzalo Castaño.

Michelob Ultra signed Lionel Messi as a global ambassador in 2023 ahead of the following year's CONMEBOL Copa América. Alongside multiple high-profile advertising campaigns, the brand's key activations have included limited-edition beer cans featuring his likeness.