2024 Winner
GoldBest in Collateral
GoldExperiential/Special Events/Stunts
GoldIntegrated Campaign Led by PR
SilverIntegrated Campaign
SilverAmbient - Large Scale
Coors Light
"Hits The Spot"
Rethink
"Hits The Spot"
Rethink
Baseball is one of the biggest and most-watched sports in the world, which is why major brands spend millions of dollars to become official sponsors of the game. Rethink and Coors Light decided to seize a unique marketing opportunity after a foul ball hit by baseball star Shohei Ohtani shattered one of the brand’s ads during a game.
Rather than fixing the damage, the team embraced it, quickly creating a new can design that replicated the broken ad, complete with a black square of damaged pixels at the impact site. The idea immediately went viral on social, and soon fans were adding their own black square to existing Coors Light cans, merch and simply
anything with the logo.
The campaign gained global attention, generating over 140 million earned media impressions with 100% positive sentiment. (Coors Light even became one of the most highly sought-after products in Japan, Ohtani’s home country.) In fact, Coors trended higher than the official beer of baseball without any sponsorships or player endorsements – breaking the mold of sports sponsorships and marketing
with just one broken ad.
Rather than fixing the damage, the team embraced it, quickly creating a new can design that replicated the broken ad, complete with a black square of damaged pixels at the impact site. The idea immediately went viral on social, and soon fans were adding their own black square to existing Coors Light cans, merch and simply
anything with the logo.
The campaign gained global attention, generating over 140 million earned media impressions with 100% positive sentiment. (Coors Light even became one of the most highly sought-after products in Japan, Ohtani’s home country.) In fact, Coors trended higher than the official beer of baseball without any sponsorships or player endorsements – breaking the mold of sports sponsorships and marketing
with just one broken ad.
Credits
Chief Creative Officer: Aaron Starkman, Daniel Lobaton, Mike DubrickChief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Yusong Zhang
ACD / Art Director: Nick Noh
ACD / Copywriter: Jordan Darnbrough
Producer: Kate A. Spencer
Director of Print Production: AJ Merrick
Studio Manager / Production Artist: Todd Bennett
Partner, Managing Director: Marie Lunny
Account Manager: Dishant Verma
PR Lead: Meredith Montgomery
Account Director: Sara Lemmermeyer
PR Intern: Marta Miklas
Director:
Mt Vernon Production Company
Executive Producer: Ken Franchi
*Sean Teegarden Motion Camera - Black Magic Camera (handheld)
*Chad Sano Motion Camera - Black Magic Camera (handheld)
*Christian Hoover Thompson II - Still Camera - DSLR Nikon (handheld)
CJ Miller - DIT
Audio: Erik Clabeaux
Production Assistant: Eric Ellis, Darian Grey
ICF: Samantha Miller, Meaghan Daly, Isaac Reynoso
Client:
CMO: Sofia Colucci
VP, Marketing: Marcelo Pascoa
Sr. Marketing Manager: Eric Kouri
Associate Marketing Manager: Saron Strait
Director of PR: Maya McDonald
Field Marketing Manager: Allie Mason
Angels Baseball
Sr. Director, Partnership Services: Bobby Kowan
Can Printers: Canworks Printing / BluEdge