The Killian’s Irish Red outdoor billboards were presented to multiple advertising agencies that Coors did business with to produce the highest level of creativity for priority projects. This competition was between The Integer Group and Foote Cone & Belding, one of the world’s leading advertising agency networks. My agency (TIG) created several internal creative teams of art directors and writers to present a variety of top-level work. Winning boards were based on fulfillment of the brands communication strategies: 1-Build brand awareness highlighting specific product attributes. 2-Use powerful copy that sticks with consumers. 3-Use mandated visual equities in an interesting eye-catching way. My writer and I created all winning concepts chosen by Coors and I directed the artwork, including the two-part teaser.
Agency: The Integer Group, Creative Director: Terry Gardner, Copy Writer: Mark Carroll
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