Coors Light needed a brand campaign for their new core tenant: "all-day" refreshment. Growing up in Colorado around the brand, I'd longed for the chance to craft a campaign that would connect Coors Light's heritage with new Millennial drinkers. So, I came up with an idea that would introduce the beauty, adventure, and unstoppable spirit of the world’s most refreshing place to a younger, more urban audience that could relate to everything the Rocky Mountains represent.

 

“BUFFALO”

Open on a gorgeous Rocky Mountain scene.

MUSIC: The thundering beat of Kanye West's "Black Skinhead", scored to the action.

We hear a rumble as a thundering herd of buffalo stampede into frame.

The ground shakes underneath their powerful hooves and ice falls from the mountainside, narrowly missing one of the buffalo as it presses on, undeterred. Snow flies from trees as the mountains seem to tremble around the fearless herd. The shot widens, revealing in the background majestic snowcapped mountains.

The camera pulls off the mountains on the label of a Coors Light bottle as the music cuts out for a beat to reveal an excited group of men and women pounding on a bar top with their fists, channeling the spirit and determination of the thundering buffalo. The music cuts back in, exactly where it left off.

VO: Unleash the spirit of the Rockies.

The energetic group is sitting in front of a big screen TV at a bar, anticipating the kickoff to start overtime. The pounding on the bar top reaches thunderous levels as the returner catches the ball, the crowd goes quiet for a beat as the returner crosses the 10-yard line, then the entire bar erupts into cheers as the team returns the kickoff for a game-winning touchdown.

SUPER: Coors Light. The World’s Most Refreshing Beer.

Everyone raises a Coors Light in celebration. 

 

 

“RAPIDS”

Open on a gorgeous Rocky Mountain scene.

MUSIC: The falling hook of The Orwells' "Who Needs You", scored to the action.

Cut to a first-person view (think a GoPro camera), floating steadily down a rushing Colorado river. We hang at the top of a waterfall, and after a quick beat, go right over the edge.

We descend into the raging river below the waterfall, bouncing freely from rapid to rapid, narrowly avoiding the dangerous rocks that lie ahead. The raging water splashes the screen with each bounce, thoroughly drenching our view. At the end of the river it begins to calm, the rolling waves crashing smoothly against some rocks. The shot widens, revealing in the background majestic snowcapped mountains.

The camera pulls off the mountains on the label of a Coors Light bottle as the music cuts out for a beat to reveal a guy rolling across outstretched hands, crowdsurfing in the spirit of the flowing river. The music cuts back in, exactly where it left off.

VO: Unleash the spirit of the Rockies.

We’re at anoutdoor music festival and the guy has a bottle of Coors Light in one hand, drifts along on a journey from the back of the crowd to the stage. The band rocks on in the background as everyone around the crowdsurfing guy sings along, raising their Coors Lights into the night air.

SUPER: Coors Light. The World’s Most Refreshing Beer.

Everyone raises a Coors Light in celebration.

 

The campaign played well with both the client and focus groups, but was ultimately shelved in favor of another campaign that ended up making headlines in its own right. It was a very fun and interesting situation to be in, if not a totally unique one. Suffice it to say, I had a great time working on this campaign with everyone and I learned a lot from the entire experience –– namely what not to do.

Below are a few boardamatics I edited together to help sell the campaign in testing, accompanied by the original scripts. The heavy visual nature of the scripts allowed for plenty of leeway in the editing process, which was by design, so when I sat down to edit I was able to get creative with the speed and pacing up front to heighten each spots' intensity and action.