Out-of-Home · Art Direction
Can't Be
Contained
Two billboards for the official beer of Liga MX. The stadium does not sit next to the product. It sits inside it.
- Role
- Art Direction, concept sketches
- Scope
- Campaign concept, out-of-home, illustration direction
- Team
- Abe Garcia, Dario Campos, Drew Martinez
- Recognition
- Two Silver Clios, Clio Sports, Out of Home
01
Where it came from.
The ESPN print work proved the art direction could carry a campaign on its own. This was the same craft aimed at a league the brand actually sponsored.
Refresh Your World had competed inside the World Cup moment without owning any part of it, and the ESPN placement was the piece that landed hardest. The open question was whether that level of execution would hold up on a smaller market, for Liga MX, where Coors Light was already the official beer and had nothing to work around.
Official beer status gets a logo on the board. It does not get you into the ride home, the argument about the ref, the kitchen where everyone ends up at halftime. If the partnership was going to mean anything to anybody, the picture had to earn its way in.
The game happens inside Coors Light.
02
The idea.
Make the packaging the place everybody shows up.
A stadium is not a building. It is the one afternoon a week a whole city agrees to be in the same mood at the same time, and it does not stop at the gate. It carries to the corner bar, the driveway, the tia’s living room with the game on too loud. Build that into the can and the brand is not standing at the edge of it. It is already in the room, in somebody’s hand, in the middle of the noise.
The two worlds fuse instead of stacking. The Rockies, the cold, the Silver Bullet are Coors Light’s oldest assets, and here they become the ground Mexican soccer is played on. The crowd fills the can, the mountains hold the crowd, and the whole thing reads as one place instead of a brand borrowing a sport. That is the argument, and nobody had to write it down.
Lata
The can. A single 12 oz Silver Bullet standing in the mountain range with a full stadium set into its open top, floodlights burning, a blimp overhead.
Caja
The box. The 24-pack scaled into a stadium of its own, stands packed and flags up, always the second execution in the pair.
03
Why it worked.
Both executions took a Silver Clio in Out of Home.
It ran in Mexico and in the US markets where Liga MX carries weight, in front of an audience that did not need the sport explained to them. The work did not describe a partnership. It drew one, and the drawing was the whole argument.
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