THREE DAY CREATIVE SPRINT COMPETITION | LIVE CLIENT PITCH | WINNING TEAM
Coors Light asked us to get harried, stressed-out 21-34-year-olds who feel they are always on to choose Coors Light in their moments of pause. They also asked us to connect the transformative nature of music to their beer, a brand built for chill.
Summer is depicted as a time for exploration and freedom. But, that kind of summer requires both money and time — something fewer and fewer 21-34-year-olds have these days.
Our audience’s primary pain points are affordability, accessibility, and time. At this stage in their lives, they are looking for convenience, cost-effectiveness, and an exciting, social media-worthy event to reduce their fear of missing out (FOMO).
Ultimately, the Coors Light team needed to make their beer cool again. After the launch of the "Made to Chill" campaign, the brand began to return to growth. We needed to further this momentum.
Music is an equalizer, connecting people across borders, time, class, and racial lines.
However, we found that summer is far from an equalizing force.
Culturally, summer is depicted as a time for exploration and freedom. But, that kind of summer requires both money and time — something fewer and fewer 21-34-year-olds have these days. Attending a music festival like Coachella costs more than two weeks pay for the average person in this age group. This is a price tag many cannot afford.
We saw an opportunity to provide an exciting live-streamed summer concert experience for our audience, without having them empty their bank accounts.
Remove the barriers to chill.
Coors Tours: Free Music. Unlimited Chill.
Bringing three concerts to one venue at the same time by pairing live streaming technology with the silent disco phenomenon.
WHAT IS COORS TOURS?
WHERE WILL THE TOUR TAKE PLACE?
WHAT MUSIC FESTIVALS WILL BE STREAMED?
Coors Tours Concert Series, that will launch in early July with an activation.
The activation will bring 3 festivals to 3 cities at one time through the use of live streaming and silent disco technology.
Each activation site will take place at a public park for two reasons: to allow people to stumble upon the event, as well as to keep costs down.
Los Angeles, CA New York, NY Miami, FL
Summerfest: Milwaukee, WI
Essence Fest: New Orleans, PA
Peach Music Festival: Scranton, PA