Coors Light wanted to revamp their ‘Worlds Most Refreshing Beer' strategy and infuse it with interactivity.

So in an integrated 360˚ campaign Jean Claude Van Damme, built an entire Ice Bar with his bare hands in the Rockies.

A follow up film then encouraged people to visit Jean Claude’s creation for themselves.
Then lucky competition winners were whisked off to the mountains.

‘Pop-up’ Ice Bars later rolled out across the UK, resulting in oodles of ‘millennials’ raving it up.

That kickstarted with an opening night performance from rave experts Rudimental.