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Background: The Great White 'Stone is a rare, white can hiding in select orange multipacks of Keystone Light from September through November.

Idea: We launched the social campaign as if it were an actual outdoors hunt, featuring five tried-and-true methods for securing this elusive beast and creating a mount your grandkids will talk about for decades. We also noticed our fans using the hashtag #GotOne on social posts, so we incorporated that into the campaign for increased engagement.

Role: Concepted ideas, wrote the copy and played flip cup. Not necessarily in that order.

Copywriter: Gordo
Art Director: Andreas Aristedes

STEP 1: MAP

Word is that the Great White has been lurking in the beer aisle. Get out there and bag yours.

 

STEP 2: PACK

When hunting the Great White ‘Stone, make sure to pack all the essentials.

 

STEP 3: TRACK

It’s cold! Must be close. The hunt for the Great White ‘Stone is on.
It’s Great White ‘Stone season. If you haven’t spotted one yet, it doesn’t mean they’re not out there.

 

STEP 4: TRAP

The ol’ Cooler Trap is perfect for bagging yourself a Great White ‘Stone. #GotOne
Looking to bag a Great White ‘Stone? You’ll need to master the can call. #GotOne
Let the Great White ‘Stone fall right into your trap. #GotOne
Looking to bag yourself a Great White 'Stone? Lure one in close with the perfect decoy. #GotOne

 

STEP 5: STACK

Once you’ve bagged a Great White ‘Stone, it’s time to build your mount and share it with the world. #GotOne
You’ve earned your trophy. Now share it. #GotOne
Why stop at just one mount? Collect enough White ‘Stones to build a family. #GotOne
When you mount a Great White ‘Stone, it looks good from all angles. Now, show us yours. #GotOne