COORS LIGHT #UNSTABLECONNECTIONS
PROBLEM
21 - 27 year olds spend an excessive amount of time on their devices. In 2020, balancing work and social life consists of sitting in the same room, while switching screens constantly. This behavior is exhausting and repetitive.
INSIGHT
In 2019, already 49% of mobile use was spent socializing digitally. The pandemic has exponentially increased this percentage. Now that young adults are accustomed to passive online interactions, it’s harder for them to disconnect and have quality conversations outside of the digital world.
SOLUTION
Coors Light will encourage young adults to unplug and just chill from all of their unstable connections. Whether they are literal internet problems or frustrating digital communication issues. Just have a beer, complain about your problems to your friends and chill out.
DESIGN & DELIVERABLES
D&AD Brief:
“Create a digitally-led campaign that makes 21-27 year olds stop, unplug, recharge and refresh with Coors Light. Translate Coors Light’s ‘The Official Beer of...’ micro-moments series to the digital space. Translate Coors Light’s ‘The Official Beer of...’ micro-moments series to the digital space. Consider where this audience needs to actively find their ‘refresh’ moment in the digital sphere, and develop a campaign that inspires them to center this moment around Coors Light over other products.” The deliverables are Official Beer of Unstable Connections and #ZoomEscape Video, Social posts, and Interactive messaging.
In partnership with Anthony Lierberman (Advertising and Branding)
Unstable Connections & #ZoomEscape Video
Video created by Anthony Lieberman. Official Beer of Unstable Connections video starring Matt Kastritis.
#ZoomEscape starring Anthony Lieberman, Matt Kastritis, Kyle Peters, Candace Mortier, and Josh Prem.
#ZoomEscape
Following the brand film, we invite users to share their creative and comedic #ZoomEscape from an unstable connection. The most popular leave meeting maneuver on twitter wins a year of refreshments.
Public Sip Announcements
If they’re already scrolling on Instagram while they’re in a meeting, they might as well unplug and just chill.
Reclaim Your Friends
You haven’t spent quality time with your friend in weeks! Send them a personalized ad-lib from the website to reclaim your drinking buddy for a real happy hour.