Molson Coors
Lager Luggage Collection
Brand
ProjectLager Luggage Collection
Date
May 2026
Description
Molson Coors introduces the Lager Luggage Collection, a campaign centered on the practicalities of travel and beverage preferences. The narrative follows a protagonist in a domestic bedroom setting, contrasting standard packing routines with a humorous approach to prioritizing beer. The execution relies on live-action techniques and natural lighting to maintain a grounded, observational tone. Creative direction and production oversight were provided by Droga5 New York and William McVay, with post-production and VFX handled by Accenture Song. The project integrates elements of humor throughout its commercial format.
Style
Humorous, Horizontal, Commercial
Industries
Alcoholic Beverages
Color
Medium Grey
Navy
Beige
Background
Bedroom
Context
Advertising Campaign, Social Media / Short Form Video
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