Action sports is the dominant theme running through 72andSunny’s Coors Light work.
The agency recently launched a VR campaign for its new client, giving viewers a taste of said athletic events from the comfort of wherever they happen to be sitting.
In “Big Wave Surfing” viewers can pop on their VR headset (or settle for a 360 degree video approximation) and experience the rush of riding a big wave. At the conclusion of the action, the surfer’s POV focuses in on the beach, where friends are waiting with some cold Coors Light.
“White Water Kayaking” and “Downhill Mountain Biking” provide similar experiences for their respective sports. Each of them ends with the viewer being handed a Coors Light and the tagline, “Every climb deserves a refreshing finish. We all have mountains to climb, what’s yours?”
The approach offers viewers a branded VR experience they might actually want to dive into, targeted at the demographic who also might reach for a Coors Light. Brand integration comes at the end of the spots in a way that associates it with action sports and an active lifestyle, with 72andSunny again playing to Coors’ target audience. So while we may lament the rising tide of VR-fueled advertising (we do), we have to admit that this campaign at least makes sense for a brand of light adjunct lager that has long tied itself to such a lifestyle.
Credits:
Client: Coors Light
Chief Executive Officer: Gavin Hattersley
Chief Marketing Officer: David Kroll
Senior Director Marketing: Elina Vives
Director of Marketing: Ryan Marek and Brendan Noonan
Associate Marketing Manager: Jen Naye Herrmann
Agency: 72andSunny
Chief Executive Officer, Founder: John Boiler
Chief Creative Officer, Co-Founder: Glenn Cole
Executive Creative Director, Partner: Bryan Rowles
Executive Creative Director, Partner: Jason Norcross
Creative Director: Jed Cohen
Creative Director: Galen Graham
Lead Designer: Anthony Alvarez
Sr. Writer: Alberto Garcia Orte
Jr. Designer: Chris Ruh
Jr. Writer: Matt Fink
Executive Film Producer: Jim Haight
Sr. Film Producer: Perrin Rausch
Jr. Film Producer: Jamie Glass
Group Brand Director: James Stephens
Brand Director: Andrew Krensky
Brand Coordinator: Anthony Fernandez
Business Affairs Director: Christina Rust
Jr. Business Affairs Manager: Noah Winter
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga
Production: Unit 9
Executive Producer Unit 9: Luca Delaurentiis
Production/Editorial/Visual Effects: Rapid VR
Director: Dave Klaiber
Executive Producer: Susannah Dilallo
Producer: Rita Gagliardi
VR Technician: Dan White
VR Assistant: Bek Hawkey
Music: South Music
Executive Producer: Ann Haugen
Head of Production, Partner: Dan Pritikin