New Blood Entry — Girls Night, Refreshed
Award: Yellow Pencil
Coors Light / 2021
Advertising is failing to get women drinking beer. They fall flat in representing them as they really are: people that like unplugging over a beer with their friends. It’s about time we celebrate offline girls night in a realistic way.
We will kickstart our campaign by questioning the misrepresentation of women by beer brands, inspiring girls to look for fresh takes and even fresher beers. When buying Coors online, analogue cameras will be given out to women having a girls night. That will allow the girls to stay off their phones and in the moment. The cameras will be sent back and Coors will place women as the protagonist of their favourite drink’s adverts, in a campaign that celebrates unplugged micro moments and acknowledges women as the beer drinkers that they’ve always been.
What did the judges have to say?
"A fantastically original idea that pulls you in with the clarity of its insights. It took a brief that was meant to be about finding our audience in their moments of chill and managed to tackle a societal issue – while somehow staying squarely on brief! Beautifully crafted, easy to understand and Coors would do well to actually make it happen."
Fadi Dada, Creative Strategist and Associate Director, Hill+Knowlton Strategies London
"There was only one. It was a simple, purposeful idea that was beautifully presented."
Marcelo Pascoa, VP Marketing, Molson Coors Beverage Company
"Simply put, this is a campaign that needs to happen. The rest of the ideas could come and go, but this idea addressed a real lack of inclusion found in advertising in this category."
Nate Thompson, Creative Director, Amplify
"The winner had really thought about the brief and how to utilise all aspects of OOO and social media, but in a very unique way. Tonally this stood out from all the other entries."
Kai-Lu Hsung, Managing Director, RSA/Black Dog Films London
"Girls Night, Refreshed was a thought-provoking and creative idea which took the notion of women as beer drinkers to be real and raw. Inclusivity: bringing in the element of inclusivity in the beer world was great, it is a problem that came with a strong solution. Insight: clear insight which highlights the problem – backed up with facts and consumer insight. Execution: Using digital through the idea of Instagram Reels to Reality, also tapping into current trends across Reels and TikToks of people as the ‘main character’ of their life. Photography element: provided with a camera to show you their unfiltered self in true form Here’s to women drinking beer, because we do!"
Pooja Popat, Partner Publishing, Adidas