For this campaign, we partnered with Ogilvy London, Hogarth and Molson Coors to spotlight one of the drinks industry’s simplest yet most iconic product innovations: the cold-activated, thermochromatic label. When the mountains on the can or bottle turn blue, you know your beer is at the perfect chilled temperature. That’s it, and that’s the brilliance.

In a world obsessed with smart technology and over-engineered solutions, we treated this straightforward feature like a Silicon Valley breakthrough, with a stylistic nod to typical technology advertising. Our cinematic approach included a 20-second beer TV commercial, social media cutdowns, and high-gloss visuals that gave this “smart” packaging its moment in the spotlight.

We also created a series of out-of-home and print ads with the same deadpan reverence—because in the world of beverage marketing, a label that turns blue just might be the pinnacle of alcohol innovation.