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Coors Light

Creative Direction • Ideation • Team Management 

Coors Light "Paid to Chill" Summer Jobs:

In the Summer of 2021, Coors Light wanted to drive consideration among young legal drinking aged consumers in Quebec. The "Paid to Chill" campaign aligned with the brand's Made to Chill brand platform to essentially pay people to chill out all summer long, with grueling jobs like "Patio Supervisor", "Hammock Mechanic", and "Beach Umbrella Inspector". We posted on real job boards, drove traffic to our microsite and ultimately paid a bunch of lucky Quebecers to have a super chill summer. (ATL strategy & execution was done in partnership with Rethink. My team handled XM & Digital).

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