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Agency alma DDB / Miami + Molson Coors Beverage Company / Chicago + Connect at Publicis Media / Chicago
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Category
P.O.P. & In-Store / Series
Annual ID
OS24_OH049M
About the Work
As one of the leading brands in the American beer market, Coors Light differentiates itself by being one of the only brands with a color-changing label that indicates when your brew has reached its perfect temperature— when the mountains on the bottle turn blue, you know your beer is ready to drink.
To celebrate 15 years of Coors Light’s unique label, the brand wanted to launch a campaign to remind consumers that Coors Light is the only beer that can truly offer a fool-proof way to achieve the ideal beer drinking experience.
We’ve all tried chilling our beer too fast— it gets too cold and explodes in your freezer. Maybe you forgot to start chilling your brews earlier, or maybe you got invited to a last minute BYOB get-together. Either way, Coors Light knows timing is of the essence when it’s the difference between enjoying the perfect beer and cleaning up a beer slushie volcano.
The campaign showcases beer bottles after they’ve exploded in a freezer. While taking place in an everyday setting— a home freezer with some frozen food— the images take a humorous and dramatic approach, with the exploded bottles and frozen foam twisting into beautiful shapes.
To reiterate the benefit of Coors Light’s label, each print also includes two Coors Light bottles– one with gray mountains and another with blue ones– highlighting the change in the temperature-indicator label and showing why Coors Light is unique when compared to competitors.
We placed the eerily familiar images in The New York Times (379,380 impressions) and the San Francisco Chronicle (226,860 impressions). Outdoor in Chicago, Pittsburgh and Reno garnered over 88,000 impressions in one day, while the digital billboards in Miami including interactive kiosks and convenience store decals leveraged over 184,000 impressions in one week.
To celebrate 15 years of Coors Light’s unique label, the brand wanted to launch a campaign to remind consumers that Coors Light is the only beer that can truly offer a fool-proof way to achieve the ideal beer drinking experience.
We’ve all tried chilling our beer too fast— it gets too cold and explodes in your freezer. Maybe you forgot to start chilling your brews earlier, or maybe you got invited to a last minute BYOB get-together. Either way, Coors Light knows timing is of the essence when it’s the difference between enjoying the perfect beer and cleaning up a beer slushie volcano.
The campaign showcases beer bottles after they’ve exploded in a freezer. While taking place in an everyday setting— a home freezer with some frozen food— the images take a humorous and dramatic approach, with the exploded bottles and frozen foam twisting into beautiful shapes.
To reiterate the benefit of Coors Light’s label, each print also includes two Coors Light bottles– one with gray mountains and another with blue ones– highlighting the change in the temperature-indicator label and showing why Coors Light is unique when compared to competitors.
We placed the eerily familiar images in The New York Times (379,380 impressions) and the San Francisco Chronicle (226,860 impressions). Outdoor in Chicago, Pittsburgh and Reno garnered over 88,000 impressions in one day, while the digital billboards in Miami including interactive kiosks and convenience store decals leveraged over 184,000 impressions in one week.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Alma DDB / Miami
Brand-Side / In-House Agency
Molson Coors Beverage Company / Chicago
Media Agency
Connect at Publicis Media / Chicago
Associate Creative Director
Humberto Maldonado
Chief Creative Officer
Alvar Sunol
Creative Director
Bruno Trad
Virgilio Flores
Executive Creative Director
Daniel Correa
Executive Producer
Jay Rivera
Photographer
Ale Burset
Account Director
Jose Hawayek
Associate Director, Planning
Jordan Bossert
Brand Public Relations Manager
Amber Dutra
Co-President & CEO
Isaac Mizrahi
Communications Coordinator
Martha Castro
Communications Manager
Victoria Lutgring
Group Account Director
Karen Udler
JLS Digital Retoucher
Juary Leocadio
Marketing Director
Katie Feldman
Marketing manager
Lauren Schirripa
Retoucher
Diego Speroni
Mariano Legname García
Supervisor, Content
Jessica Connor
VP Marketing, Coors, Global & North America
Marcelo Proenca Pascoa
VP, Content Director
Amanda Miller
VP, Media Director, Planning
Laura Johnson
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