An integrated 360˚ Coors Light campaign, following on from 'Ice Bar'. Where Jean Claude went on a journey across the Rockies, in search of something even colder and cooler… a party hidden deep within the mountains.

People could win a trip to the party, a real Ice Cave Rave in Les Arcs - France.

Then to remind people, Jean Claude surfed his way across a huge crowd.

Later on, there were pop-up 'Ice Cave Raves' across the UK where a series of hyper-local fly posters were used to get people hyped. Millennials went crazy for it all and raved it up.