“A creative workaround.”

Coors Light

Coors Light Records

We hacked the rules, creating a fake record label to "sign" Coors Light’s very first "headlining artist" at OSHEAGA and give them the rockstar treatment.

As a sponsor of OSHEAGA since 2007, you’d expect Coors Light to feature a headlining artist. Problem is, beer brands can't partner with artists or celebs in Canada.

So we created Coors Light Records: a new, completely fake, totally made up record label to turn one lucky fan into the hottest new "artist" to grace Parc Jean-Drapeau. "Signing" the "artist contract" would unlock an OSHEAGA experience fit for a literal rockstar. The best part? No musical talent allowed.

Coors Light's fake record label made some real noise.

Results & Recognition

  • 15M

    Earned Impressions

  • 54

    Earned Placements

  • 100%

    Positive/Neutral Sentiment

Icey and frozen briefcase holds an "Artist Experience Pass" for Osheaga Festival. Text reads: "Experience Osheaga Like an Artist" with Coors Light logo below.
Two women are seen in separate images. On the left, they smile while sitting in a golf cart on a tree-lined street. On the right, they pose energetically with one wearing a red shirt and blue denim shorts and the other in a black dress. The mood is joyful and lively.

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