Coors Light Records

As a brand that’s been a loyal sponsor of OSHEAGA, one of the biggest music festivals in Canada, since 2007, Coors Light really wanted to partner with a headlining artist to be the face of the brand. The issue is, beer brands aren’t typically allowed to partner with artists or celebs in Canada because they can appeal to minors.

But you know who Coors Light can sponsor? A fan. A regular, down-to-earth fan.

So the brand created Coors Light Records, a completely fake, totally made up record label all to make one lucky Coors Light fan its equally fake featured “artist” at OSHEAGA. And since getting “signed” is just as fake as the record label itself, there’s no talent required, quite possibly making Coors Light Records the chillest record label ever. (We’ll check with our lawyers).

The hero OLV is complimented by a variety of static assets inspired by iconic album cover artwork with a twist, leaning into the humour and absurdity of the fake record label.

Coors Light Records ladders up to Coors Light’s new, multi-year, North American music platform, Chill On Shuffle, that’s all about delivering new and unexpected ways to experience live music. Through Coors Light Records, Coors Light is able to unlock a festival experience for one lucky fan that’s typically reserved for artists, by turning a regular brand fan into an “artist” themselves.

The Coors Light Records contest, which runs through to July 23rd, unlocks an OSHEAGA experience fit for a headliner, including exclusive access at OSHEAGA Including daily side stage access, a backstage tour, and all of the perks of a Defender Platinum ticket, an exclusive meet-and-greet with Shaboozey, as well as a photoshoot on site with professional hair and makeup.

“This year, we’re excited to introduce our new, multi-year music platform Chill on Shuffle, which is all about shuffling up the way we experience live music,” says Leslie Malcolm, Vice President of Marketing of Molson Coors Beverage Company. “And what better way to shuffle things up than by unlocking a festival experience that’s typically reserved for artists by turning a regular Coors Light fan into an “artist” themselves?”

Creative was handled by Rethink and PR by Rethink PR. Media was handled by Publicis Connect, and influencer partnerships by Zeno Group. Film production was handled by OPC, directed by Max Sherman. Post work was handled by Feather VXF, editorial by Saints Editorial, audio by Eggplant Music & Sound, animation by @chromeandlightning, and photography by Norman Wong.