Open. Drink. Crush. Recycle. That’s pretty much the mantra behind the Project Silver campaign for Coors. Wanting to gain a foothold in the tough Australian beer market, Coors wanted to grab attention and also celebrate something of their rich heritage. So we dug into their history books and stumbled upon the fact that Bill Coors was one of the pioneers of the recycling movement. His invention of the recyclable aluminium can revolutionised life as we know it. Using that as our starting point, we created an on-premise ritual and consumer facing, content-driven Instagram and facebook campaign to get people drinking, crushing and recycling.
Design / Art Direction