Role: Creative Direction / Art Direction
Nowadays, fewer people are drinking beer even though everyone and their mother brews it. With a bajillion breweries on the rise and non-alc being all the rage, how does Coors Light remain top of mind? Our challenge was to stay relevant with our younger target audience and show them that Made to Chill is Made for Everyone.
We took the unique, cold-activated technology in our cans and applied it to a trend that was hot with our audience - nail art. Made for ladies and gents alike, this nail polish changes from silver to blue when it gets cold, in exactly the same way as a can of cold, refreshing Coors Light. We reached 719MM+ impressions and 7500+ re-shares of our owned social posts. Our story was picked up by everyone from Hypebeast and nail art specialists, to Late Night with Seth Myers.
Team: (ECD) Bernardo Andrada, (GCD) Matt Fischvogt, (GSD) Rory McClenaghan, (CD) Kate Delaney, (ACD) Brian Alexander, (AD) Sarah Niel, (CM) Kelly Kircher