Keystone Light
Produced campaign and social content from a 10-week long Miami Ad School Greenhouse/internship at DigitasLBi Chicago.
THE CONCEPT
It’s open season on Keystone Light’s limited edition orange cans. They are America’s most elusive big-game species. THE RESULT
Despite a non-existent digital budget, we brought “The Hunt” to life on social media — leading to a 1600% increase in Facebook engagement during the campaign.
Part I - The Tease
Each year, Keystone releases a limited edition orange can hidden inside select packs. These cans are so rare that when our huntin' lovin' audience uncovers one, they'll proudly display it. A week before the cans rolled out nationwide, we released a teaser Facebook cover photo, taken from the perspective of a hunter hot on the can's trail.
Part II - The Sightings
Every few days we released 15-second "amateur" videos of hunters attempting to bag the elusive Orange Can.
Part III - Open Season
Once the cans were released across the country, we helped fuel the hunt by releasing weekly content.
Part V - The Mounts
It didn't take long before we started seeing an overwhelming about of people mounting their cans (mounts were also included in packaging). Every week, we chose our favorites and displayed them as Keystone's cover photo for all to admire.
