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Through a campaign known as "Project:Cold," Razorfish helped MillerCoors launch a new product, the Coors Light cold activated can, in an authentic and social way. Razorfish was tasked with building awareness among the target audience (males 21-29), and to do so we created engaging and entertaining experiences across a variety of digital touchpoints. At the center of the campaign is a rich microsite that we developed to help consumers learn about the attributes of the can (known as "cold activated" because the Rocky Mountain image on the label turns blue when the beer is cold enough to drink). In creating the microsite, the Razorfish team was inspired by watching consumers naturally play with their beer cans – like the real-life videos that beer enthusiasts often post on YouTube to show their homemade solutions for chilling beer. The account team saw what everyday people were doing and wondered – what would happen if we asked people with a science or engineering background to do their own "cold experiments"? And that's exactly what we did. In one video, a scientist combines ice with an industrial-strength paint shaker to make his cold activated can "cold certified." Another video offers an inventive use of a gelatin mold to chill beer. In addition to voting on their favorite videos, consumers can also post them on their Facebook walls, and of course, upload their own "cold certified" videos.

Contributors:

Account Director:	Kristin Russo
Account Supervisor:	Megan Anderson
Associate Creative Directors:	Marie Murphy, Jeff Paul
Creative Director:	Tim Sproul
Designers:	Paul Bjork, Stephen Spencer, Linh Trieu
Project Manager:	Laura Wilson
Senior Copywriter:	Carl VanderZanden
Senior Developer:	Thomas Rebholz
Senior Presentation Layer Developers:	Jered Cuenco, Jason McKoskery
Senior Presentation Layer Developers:	Ben Brewer, Martin Lassen

RAZORFISH

Location: USA