Role: Art Direction, Design
#Print #POS #Packaging #Grocery #C-Store #On-Premise #OOH
Challenge
Highlight Coors Light Summer on-pack promotional rewards and sustainability efforts with a unique campaign that features new rewards.
Coors Light’s EVERYONECAN program takes old & used items from their marketing and brewing process to create one-of-a-kind items so nothing is ever thrown away.
Idea
Craft a disruptive on-premise, grocery, and c-store campaign around the existing “EVERYONECAN” program that featured real, up-cycled items.
For this Summer promotion, I wanted to photograph individual up-cycled items with harsh light sources to cast that quintessential Summer lighting against a premium white wood.
Campaign Holiday Extension
The Summer campaign was so successful we kept the silver bullet moving straight into the holiday season. I created the foundation of a recycling program that encouraged restaurants, bars, and consumers to return their saved bottle caps in exchange for commemorative Coors Light signage and decor.
