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The Chill Chapter
By: Coors Light
Integrated Campaign
Problem
People under 28 don't prefer Coors Light, they believe it's for older people.
Thought
Coors Light has a history of being relevant to gamers, and during the pandemic, the number of gamers and gaming time shot up significantly. People started to spend too much time on non-stop gaming, forgetting to pause and chill.
Solution
The Chill Chapter: Micro-missions inside the games, designed to allow users to chill with Coors Light.
Brownie Points
Graphis International Talent Award 2023 – Silver
D&AD New Blood 2021 - Graphite Pencil
Golden Award of Montreux 2021 - Finalist
Team
Alyona Golikova, Art Director
Yash Bhut, Copywriter
Play Hard, Chill Hard!
Caseboard
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