Campaign details

Brand: Natural Light
Agency: M&C Saatchi Sport & Entertainment

Assignment and Challenge to Overcome

The job market for young adults these days is notoriously difficult - the unemployment rate for recent college grads is rising year-over-year and is actually higher than that of the average job seeker (DATA SOURCE). So, Natural Light launched a campaign centered around finding a summer internship, a relatable issue to our young, 21+ consumer who recently or is about to graduate. The campaign needed to be authentic to Natty and garner earned media attention by doing what Natty does best, which is helping to solve the difficult "adulting" problems that are top of mind for our fan community.

Research and Insights