Coors Live

The Brief

Coors Light wanted to further position itself as a pillar of live music culture. So we developed a platform where fans could play exciting music-related games, perfectly aligned with the brand's DNA, for a chance to win tickets to some of Canada's biggest music festivals.

The Idea

This campaign and platform needed a name that captured the brief. Rather than simply integrating the brand into the culture, I embedded the culture into the brand name, creating Coors Live.

This name became the creative north star, directly informing my tone and copy across the platform's UX/UI.

The brand extension proved so successful that we also used it for on-site festival activations, where guests could use the Coors Live Studio to create their own songs with AI.

03 — Results

75,000 participants across Canada, with 26% saying they were more likely to purchase Coors Light because of Coors Live.