THE ICE BAR
Legendary action hero Jean Claude Van Damme had been the face of Coors Light for two years when we were given the account to work on. The challenge was to re-invent the campaign in a fresh and more interactive way.
So, we got him to build an entire Ice Bar with his bare hands in the Rockies.
… then created the ice bar for real, so that people could go and visit his creation for themselves.
Lucky competition winners were whisked off to the Austrian mountains (the original location of the Rockies was later ruled out. Shame), with smaller, mobile versions then rolled out across the UK for people to visit at will. We helped re-skin the whole Coors Light website and design the Ice Bars themselves - which included all kinds of fancy stuff like 'live tweet ice walls', cashless payment bracelets and other fancy stuff ‘millenials’ like. Hell, we even roped Rudimental into playing at them. Ta, lads.
They were an enormous success. If we were strategists we'd give you numbers, but as we’re not you'll have to take our word for it. But their pre-booking slots were taken up in no time and the bars were packed to the rafters at all locations. The TV spots dun alright too...
At the end of it all we even had a shed load of unused Jean Claude dancing footage from the shoot. Footage that - we’re sure you’ll agree, was too good to waste. So, we (naturally) created the online dance competition ‘Do The Damme’ as an excuse to show it all. We started with another video calling for people to try and recreate the Belgian’s moves online….
Then took a deep breath and asked people to use the #DOTHEDAMME to film and send us their best moves. Here's a link to some of the madness that's still kicking around the interweb...
https://twitter.com/hashtag/dothedamme?lang=en-gb
We even created these 'tutorial' print ads too. Each one giving you a step by step guide on how to recreate the moves and ‘Do The Damme’ yourself.
