2025 Winner

Coors Light is not an NFL sponsor, relegating the brand to the sidelines of the biggest sports league in the world. That is, until Russell Wilson, the Pittsburgh Steelers quarterback, shouted “Coors Light, Coors Light!” as a code word for a specific play during Sunday Night Football. Rethink turned Wilson’s call into a brand campaign, going live with a reactive social post in less than 24 hours. Digital out-of-home surrounded the stadium in the lead-up to Monday Night Football.

Fans who made the call were entitled to a 2-for-1 deal at local bars or a round if it was made on social media. The brand’s Monday Night Football TV commercial was even re-edited to include the call, and a commemorative can sold out within minutes.

Since it couldn’t advertise in the Steelers’ stadium, Coors Light turned to the nearby Pittsburgh Penguins’ arena instead. Overall, the campaign drove over 199 million earned impressions.

Credits

RETHINK
Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Group Creative Director: Robbie Percy, Caroline Friesen
Creative Director: Zachary Bautista, Geoff Baillie
Associate Creative Director: Michelle Budge, Jackson Byrne
Art Director: Michelle Budge, Zachary Bautista, Juun Moon
Copywriter: Jackson Byrne
Group Production Lead Integrated: AJ Merrick
Associate Director Integrated: Kate A. Spencer
Print Producer: Char Garay
Studio Manager: Todd Bennett
Retouchers: Todd Bennett, Nabil Elsaadi
Studio Artist: Carl DeVouge, Chris Culos
Group Strategy Director: Crystal Sales
Group Business Lead: Shar Khursigara
Account Supervisor: Yuvan Duraibabu
Client: Marcelo Pascoa, Saron Strait

DROGA5
Agency: Accenture Song
Chief Executive Officer: David Droga
Chief Creative Officer: Scott Bell
Chief Marketing Officer: Sean Lackey
Executive Creative Director: Giancarlo Rodas
Executive Creative Director: Tres Colacion
Copywriter: Jared Schermer
Art Director: Charlotte Simons
Designer: Sophie Lindemann
Senior Film Producer: Roger Moran
Head of Account Management: Jessica Kingsberry
Executive Group Account Director: Stefane Rosa Scalzoni
Account Director: Guillermo Betancourt
Account Manager: Brendan Woeppel
Head of Brand Strategy: Michael Osbourn
Group Strategy Director: Chris Cooper
Communications Strategy Director: Camille Gray
Head of Business Affairs: Dan Simonetti
Business Affairs Manager: Megan Dennehy
Senior Project Manager: Amanda Cohen
Head of PR & Communications: Alexandra Velasco
Senior PR & Communications Manager: Titus Wouda Kuipers

Stills/Video Capture: Mt Vernon Production
Colour Corrects: Mt Vernon via The Earl Hayes Press
Neon Sign: Radikal Neon, Los Angeles CA
OOH Media: Billups Media