Shit happens when you're a millennial living through multiple historical events at once. Still, the mundane drag of everyday life presses on. Coors wants to be the official beer of 21-27 year olds by giving them a chance to share their struggles and tell us why they need The Official Beer of Needing a Beer.
I finished this project in April 2021, and a couple of months later Coors ended up doing a campaign exactly like this (https://www.coorslight.com/en-US/NYCouldUseABeer). I guess you can say I'm ahead of the game.
Project partner: Tateana Kokhar