Coors Lights Out
Award: Yellow Pencil
Yellow Pencil / Media / Collaboration / 2024
Award: Yellow Pencil
Yellow Pencil / Press & Outdoor / Tactical Poster Adverts
Award: Graphite Pencil
Graphite Pencil / PR / Reactive Response
Award: Graphite Pencil
Graphite Pencil / Media / Use of Talent & Influencers
Award: Graphite Pencil
Graphite Pencil / Digital & Social / Tactical
Award: Wood Pencil
Wood Pencil / Digital & Social / Integrated
Award: Shortlist
Shortlist / Experiential / Use of Talent & Influencers
Award: Shortlist
Shortlist / PR / Integrated
Award: Shortlist
Shortlist / Direct / Products & Services
Coors Light turned a media event only they could own into a meaningful commemorative campaign for fans to experience. Shohei Ohtani, the greatest player in baseball history, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Rather than fix the embarrassing flaw, fans were given the chance to experience and keep a piece of it for themselves with a special edition can that replicated Ohtani’s broken ad. To build on the experience, the black square was added to existing Coors Light ads, including all the screens inside Angel Stadium during a live game.
What did the judges have to say?
Great use of a real-world moment to create buzz and momentum around a brand.
Frances Kehinde, Founder, Duo Creative media