2012 PRO Award Finalist, Best Creative: Arc Worldwide/Leo Burnett for MillerCoors
To appeal to a 21-30 demographic that doesn't take hunting too seriously, a Keystone Light campaign inserted randow "hunter orange" cans in its packs, and included on-pack cutouts for mounting the trophies. Fans began buzzing about "bagging" an orange Keystone in social media, as well as designing their own cardboard trophy mounts and even offering to sell orange Keystone cans on eBay.
