Coors Light x Las Vegas Raiders 2020
Logo Design / Packaging Design / OOH / Digital / POS / Wearables
With the Raiders moving to a new city and a new stadium, Coors Light had the opportunity to create a unique and impactful partnership. We created an Inaugural Season lockup that ended up being used by not only Coors Light, but other brands partnering with the Raiders for their 2020 season as well. That lockup was applied to all different off- and on-premise pieces, merch, out of home boards, and standout primary packaging. This program became the new gold standard for sports partnerships and how to make seriously cool stuff that wasn’t just our logo next to thiers.
Work completed at Arc Worldwide
VP Creative Director: Chris Posdal
Associate Creative Director: Andrea Elder
Copywriter: Steven Jaynes
Animation by: 16 BIT pileup
Custom
24oz Can
When designing a look for the unveiling of the Coors Light x Las Vegas Raiders partnership, primary packaging wasn’t on the table. As we worked through what our visuals looked like, I couldn’t help but think what if it was more than just logos? What if we broke the norm for this special occasion and made a… black can? Clients were shocked but fell in love with the idea, and went to battle with brand to make it happen. In the end, we created such a crave-able can that other field programs wanted in on it. This customization opened the door to creating ownable cans, giving the opportunity to make a can that their drinkers would get excited about.
High-end semi-perm display piece created to celebrate the partnership for the Inaugural season. This was inspired by the Al Davis Memorial torch, located inside the Raiders’ new Allegiant Stadium on the Coors Light Landing. This torch was incredibly special to the Raiders organization and symbolic of the newly minted Las Vegas Raiders.
