Coors Light

Alma DDB

Objective

Develop a creative campaign that can be executed for Coors Light in any way, shape or form.

Target

21 to 29 year-olds who feel pressure to always be ‘on,’ and expose them to the subversive power of chilling with a Coors Light. This group feels the need to ‘be on’ advocating for the world at large.

Strategy

“It’s getting hotter and hotter out here on our planet, and we need more time to CHILL. Coors Light is going to walk the walk when it comes to environmental advocacy.”

Big Idea

“We need More time to Chill.”

Installations

Coors Light will launch installations in seven national parks that are significantly effected by climate change. These instillations will feature glass screens with augmented imagery printed each feature which shows the effects of how climate change will alter the natural landscapes of these popular tourist spots in 2050. These instillations will also feature a QR code which viewers can scan, leading to a landing page with more information.

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Sustainable Packaging

Coors Light will also offer a Cardboard packing alternative to aluminum, which is growing increasingly more expensive and sparse as a raw material. Cardboard is regarded as the most sustainable beverage packaging material.

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National Park Cleanup Initiative

The Coors Light landing page will include dates and times to participate in National Park Cleanups, where volunteers above the age of 21 will be offered a cold beer, and also be entered to will in an all-inclusive sweepstakes.