It’s no surprise the stress of the pandemic has caused many of us to have difficulties sleeping and, in turn, experience weird, bizarre dreams called “quarandreams.”* Typically we can’t control what we dream about, but what if we could? Coors Light and Coors Seltzer want to ensure you’ll have a refreshing dream using the science of guiding dreams.
To entice you to watch their dream-inducing video content, available at CoorsBigGameDream.com, the brand tapped the man of our collective dreams, a man we all want to sleep with – singer and songwriter Zayn Malik. On February 6, Zayn will watch the dream stimulus live and fall asleep for us all to watch in real time on his Instagram Live.
Dr. Deirdre Barrett, a leading psychologist and author of Pandemic Dreams, who partnered with Coors on this project, says the pandemic is exposing our collective feelings of fear, loss and isolation while in a dream state. Experts say that this is one of the first times in recorded history that humanity is experiencing negative “collective dreaming” on such a large scale.** To help, Dr. Barrett worked with the Coors team to develop a stimulus film that, when paired with a curated eight-hour soundscape, induces relaxing, refreshing images including waterfalls, mountains, and of course, Coors.
Visit CoorsBigGameDream.com, watch the dream inducing film three times, play the soundscape, go to sleep, and leave those “quarandreams” behind. Yes, it’s that simple.
This professional campaign titled '#CoorsBigGameDream' was published in United States in January, 2021. It was created for the brands: Coors Light and Coors Seltzer, by ad agency: DDB. This Experiential medium campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted over 2 years ago.
Advertising Agency: DDB