The One Show
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Category
Brand Voice
Annual ID
OS_PR21_058M
About the Work
Coors Light as a brand is all about giving people a moment to chill and refresh their spirits. And nothing does that quite like a beer. During a global pandemic, that refreshment had never been more needed.
So when a 93-year-old woman put out a picture asking for more beer from quarantine, we responded by giving her 150 Coors Lights, and turned her into a celebrity. She got her beer. We got 3 billion impressions.
Because we learned from Olive, that it wasn’t just her that was in need of a moment to chill and refresh. So we responded to the entire country, offering them not just platitudes, but actual relief.
We created a way for anyone to share a beer with anyone. Using a simple hashtag people who couldn’t be together physically still had a way to connect through an ice cold beer. And over a million beers were shared. Family members shared a beer. Stay at home moms shared a beer. Nurses shared a beer. Even Jimmy Kimmel shared a beer.
We refreshed the entire country, and there’s nothing more Coors Light than that.
So when a 93-year-old woman put out a picture asking for more beer from quarantine, we responded by giving her 150 Coors Lights, and turned her into a celebrity. She got her beer. We got 3 billion impressions.
Because we learned from Olive, that it wasn’t just her that was in need of a moment to chill and refresh. So we responded to the entire country, offering them not just platitudes, but actual relief.
We created a way for anyone to share a beer with anyone. Using a simple hashtag people who couldn’t be together physically still had a way to connect through an ice cold beer. And over a million beers were shared. Family members shared a beer. Stay at home moms shared a beer. Nurses shared a beer. Even Jimmy Kimmel shared a beer.
We refreshed the entire country, and there’s nothing more Coors Light than that.
2021 Awards
Total Points: 3
Merit
Credits
Agency
DDB / Chicago
Alma DDB / Miami
PR / Marketing Agency
ICF Next
Music / Sound Production Company
Lime Studios
Post Production Company
Elastic / Santa Monica
Rock Paper Scissors / Santa Monica
Media Distribution Company
Connect
Associate Creative Director
Dan LaVigne
Chief Creative Officer
Ari Weiss
Britt Nolan
Creative Director
Alan Shen
Chris Walker
Executive Creative Director
Colin Selikow
Executive Producer
Keith Jamerson
Matt Blitz
Writer
Joey Johnson
Digital / Social Director
Mike Norgard
Senior Producer
Susan Cartland
VP, Strategic Director
Matt Babazadeh
Account Director
Jonathan King
Chief Production Officer
Diane Jackson
Director of Project Management
Jen Polan
Executive Art Producer
Suzanne Koller
Group Account Director
Kiska Howell
Production Business Manager
Jillian English
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