Coors Light
Coldest of all Time (C.O.A.T.)
360 beer branded rap battle? Now that’s cold.
Coors Light needed help reinforcing its relevance by connecting emotionally with a theme their audience already engages with. The brand needed to disrupt and captivate entertainment-loving lager drinkers. No better partnership then than one with comedy frontrunners, Channel 4, to celebrate the sheer refreshing joy of a nice cold beer. Cue the first ever *live* comedy fuelled rap battle championship, involving a trio of the most exciting names in British comedy (and a series of authentically scripted rap spews). Leading an altogether ice-cold integrated campaign. 
The most successful UK partnership in the history of the brand.
Tash Demetriou, London Hughes and Doc Brown all took to the stage to trade their coldest of burns. These ridiculous spots, including faux BTS footage, ran as long-standing sponsorship idents for Channel 4’s renowned comedy programming. The activity culminated in a live Twitter vote where one of our comedy stars was to be crowned the ‘Coldest of all Time’ by the British public. The winner was decided during a prime-time Friday night Channel 4 ad break using a live social media voting mechanism. 
As if all that wasn’t enough, Coors Light C.O.A.T. took to the streets too with special colour-changing lenticular and digital billboards, plus two insane hyper real murals were created in Shoreditch in London and in Northern Quarter in Manchester as part of the campaign’s OOH. 
