Coors Light: Iceman to canton

Coors Light, a beer brand, supported the efforts of Tom Flores, a Latino former football player for the Las Vegas Raiders, to be accepted into the Pro Football Hall of Fame – an honour he had been consistently denied despite his football achievements.

Campaign details

Brand: Coors LightAgency: ALMA DDB.

Campaign Summary

We wanted to match our competitors' presence in America's biggest sport, but only had a local activation budget to compete against their national sponsorship. So, we leaned into an injustice...