Coors light lideres

Social/Digital Campaign

Coors Light Líderes is an initiative by the beer brand to give Latino nonprofit leaders the opportunity to truly chill. Nominees are chosen and given a sum of money to go towards their nonprofit so they can take their passion to another level. We framed this concept around the idea of “conquering mountains”, since Coors Light is synonymous with the ice-cold Rockies, and our Líderes are all about reaching the top.

We went literal and created a massive installation set-piece out of relevant miscellaneous supplies to create a mountain, and our Líder would be propped on top.

Weekly Grid Takeover

We created a branded Instagram experience for new followers that would populate week-to-week with new messaging and visuals. We wanted to feel like we’re reaching the top of the mountain as we move along the campaign.

Social

Our social creative was designed for sound off, utilizing the zoom out from the Lideres flag to a wide of our makeshift mountain. We wanted our paid social not to only drive to the application, but also to guide users to our branded Instagram experience, where key messages will be at the top, depending on the asset they were served. We wanted the rollout of our social to align with the set of Instagram tiles living at the top of the feed.