Giving Guys The Ultimate Bragging Rights

Young Blood Interactive


Leo Burnett, Toronto

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

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.