Coors Light sought to expand the literal meaning of its slogan (The most refreshing beer in the world) into innovating, creating, and looking at life in an unexpected way.

The concept is by making a traditional medium interact with the digital world of our target millennial drinker.

A billboard was painted three times over. Each time a phase was finished, it was photographed. These three photos were then assembled by animation to become a gif, shareable by brand fans in social media.

The process became a performance, a live “happening”- while the muralist was painting on a giant canvas, high on a platform over the street level, ending in a finished piece of public art

Graffitists and muralists have become the stars of the pop art scene, very relevant to millennial Puerto Ricans. The particular style of the selected artists was in tune with the desired brand personality. Then the artwork became a gif to be shared, inserting itself in the target’s preferred form of social interaction.