Giving Guys The Ultimate Bragging Rights

Young Blood Interactive

2015

Leo Burnett, Toronto

While thousands of fantasy football leagues exist, none tapped into the insight of why guys actually play fantasy sports: They do it to brag about who is the biggest football genius. Knowing this, the Coors Light Fantasy League didn’t award winners things like swag or cash like our competitors. Instead, fans competed at CoorsLightFootball.ca to win what they really wanted: Ultimate Bragging Rights! Each prize promoted the winner and drove fans to CoorsLightFootball.ca to play.

Company: Leo Burnett, Toronto
Chief Creative Officer: Judy John
Creative Direction: Sean Ohlenkamp
Group Creative Director: Steve Persico, Anthony Chelvanathan
Art Direction: Jordan Gladman
Copywriting: Mike Johnson
Digital Designer: Danielle Giroux
Designer: Jordan Gladman
Illustration: Jordan Gladman
Director, Creative Technology: Felix Wardene
Flash Development: Jacqueline Adediji
Agency Producer: Laurie Filgiano
Group Account Director: Chris Perron
Account Director: Brittany Gold
Account Executive: Olivia Akins
Planner: Thomas Kenny
Project Manager: Cimmeron Kirk