The brief was to drive trial of Coors Light whilst communicating Ice-cold refreshment. So we took JCVD back to his action hero roots as he builds an ice bar with his bare hands (and feet).
The campaign was underpinned with real Coors Light pop-up ice bars across the country where fans could party at -5 degrees with Rudimental and an ice cold Coors Light in their mitts - YEAH!