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Top 6: February 12th 2020

Coors Light: Fresh Climb

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Top 6: February 12th 2020
Coors Light, the iconic, Molson Coors-owned beer, this weekend launches via Havas, London, a major new brand campaign and positioning in the UK: Keep It Fresh. Taking inspiration from the brand's Rocky Mountain heritage and its longstanding strapline 'The World's Most Refreshing Beer', it champions freshness as an attitude and celebrates fresh perspectives. The campaign centres around an epic, 60” TV spot set on the semi-mythical Coors Mountain, which launches tomorrow (Saturday 1 February). Against a stunning, snow-covered vista, one man limbers up as he prepares to ascend. But rather than being kitted out in gloves, snow shoes or even a coat – as would be expected – he dons merely a swimming cap, goggles and a tight pair of trunks, as though about to go for a swim. And then he dives in. Soundtracked by energetic garage track ‘Fresh’ by FooR, Majestic and Dread MC, his ascent up the mountain sees him front crawl past hikers, slalom round skiers, leap like a salmon over a crevice and, as he approaches the summit, indulge in a spot of backstroke to admire the view. Finally, upon reaching a stunning vista bar at the mountain’s peak, he submerges under the snow once again, emerging at the bar and towelling himself down as the barman pours him a well-earned pint of Coors Light. It ends with the line ‘Whatever you do, keep it fresh’.
Credits Other credits

Client: Jim Shearer – Marketing and Consumer Excellence Director, Molson Coors; Sophie Jamieson – Marketing Controller American Beers, Molson Coors

Agency Assistant Producer (film & digital): Fran Ellis

Content team: Sally Barr, Lewis Chappell, Holly Illes

Managing Director: Jennifer Black

Business Director: Scott Needham

Account Director: Holly Creasey

Account Manager: Michael Freeman

Account Executive: Katy David

CSO: Mark Sinnock

Planner: Huw Devine

Designers: Tammy Johal, Luke Remon

Production Manager: Ben Burdock

Edit: Tenthree

Editor: Ellie Johnson

Post Production & Visual Effects: The Mill

VFX Supervisor: Ben Turner, Jamie Lancaster

Executive Producer: Alex Fitzgerald

Producer: Kirsty Ratcliffe

Line Producer: Siddharth Baloni

Colour: The Mill

Colourist: Thomas Mangham

3D Lead Artist: Ed Shires

Audio: Factory

Audio Engineers: Anthony Moore, Jack Hallett

Media agency: Zenith

Media planner: Savannah Wright

PR agency: One Green Bean

PR Account Director: Sophie Nicholson

Music: “Fresh” by Majestic, Dread MC, FooR

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