Coors Light recognized the hectic pace of Raptors fans' lives, and their struggle to unwind after a busy workday.
The brand wanted to approach the 2023 - 24 NBA season as an opportunity to create a new Raptors ritual. A pause on game days for fans to relax and escape the 9-5 grind.
We created a 360 campaign to remind Raps fans that game time is a moment 'Made to Chill,' transitioning them from work to relaxation with an ice cold Coors.
We partnered with renowned fashion designer, Mr. Saturday, to create The Chill Fleece, a reversible fleece jacket that Raptors fans can rock during workdays and game days.
Agency: Wasserman Sports & Entertainment
Executive Creative Director: Jacob MacDonald
Creative Director: Logan Broder
Copywriter: Adrian Smith
Art Direction: Pierre-Ange Aznar
Design: Pierre-Ange Aznar, Ismail Fikri
Press:
Strategy Magazine - Coors Light and the Toronto Raptors inspire chill this season
Hypebeast - Coors Light and the Raptors Teamed Up With Mr. Saturday to Create the “Chill Fleece” That Goes “From the Grind to the Game”