2024 Winner
GoldPromotion
Coors Light
"Hits The Spot"
Rethink
"Hits The Spot"
Rethink
Rethink and Coors Light seized 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 branding team embraced it, quickly creating a new can design and OOH that replicated the broken ad, complete with a black square of damaged pixels at the impact site. The innovative design went viral, sparking fan engagement and even leading to the creation of baseball memorabilia, with collectors auctioning off the broken panel from the ad for over $7,000.
The campaign gained global attention, garnering media coverage in design, lifestyle and sports outlets, generating over 140 million earned media impressions with 100% positive sentiment. Coors Light’s success extended to Japan, Ohtani’s home country, where the redesigned cans sold out within 24 hours. In fact, Coors trended higher than the official beer of baseball without any sponsorships or player endorsements, demonstrating how well a novel approach to sports marketing could resonate.
The campaign gained global attention, garnering media coverage in design, lifestyle and sports outlets, generating over 140 million earned media impressions with 100% positive sentiment. Coors Light’s success extended to Japan, Ohtani’s home country, where the redesigned cans sold out within 24 hours. In fact, Coors trended higher than the official beer of baseball without any sponsorships or player endorsements, demonstrating how well a novel approach to sports marketing could resonate.
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