My 2021 D&AD Submission for the Coors Light brief.
The brief asked for an online/social media campaign that encourages 21-27 year olds to 'refresh' with Coors Light. The target audience's relationship with social media involves being bombarded daily with perfect, filtered 'influencer' content, and the Coors Light brand morals reject this. My campaign resolves this issue by encouraging young people to share their own embarrassing moments with the hashtag 'exposeCOORSelf'. This trend relates to the popularity of 'viral fame' in the 21-27 age group, and challenges people to forget the filters and laugh at themselves. I was inspired by reportage photography and cliche 'doodle' illustrations to create an authentic and care-free visual identity that runs through social media marketing, limited edition packaging elements and mobile web design.