The Coldest Of All Time
Coors Light has a long standing association with iconic comedy on Channel 4, and asked us to find a new and refreshing way to demonstrate their cold credentials and bring the brand to life in a fun and relevant way.
‘The World’s Most Refreshing Beer’ is at its best when it is served cold, and what embodies coldness better than the ice cold burns of a rap battle.
We brought Coors Light's coldness to life in a series of hilarious rap battles, with London Hughes, Tash Demetriou and Doc Brown all competing for the title of the Coldest Of All Time, by delivering a series of 'cold burns' to their competitors. The campaign culminated in a final showdown in Gogglebox where the public, over the course of three consecutive ad breaks, could watch battle commence and vote live on Twitter for their coldest rapper.
This truly integrated campaign delivered a huge range of assets, including a 60" launch film to kick off the campaign on Good Friday, 30" TVCs and a multitude of idents to run around Channel 4 comedy programming, concluding with longer form edits for the Live Night itself.
These were supported by a comprehensive social activation on talent owned Twitter and brand social channels, along with multiple OOH formats from 6 sheets, 48 sheets and even Mural wall takeovers, in Manchester and London.