Light Out

Insight

Shohei Ohtani, one of the best baseballers in the world, hit a ball into a Coors billboard during a game leaving a black square.

Idea

Honour Ohtani by turning that black square into a symbol of an unofficial sponsorship.

Execution

Run the black square on all Coors assets including the can, existing ad placements and media.

Notes

Funny how Coors promote this as "we spent $0!!" but totally take advantage of this player's notoriety without paying him. Still a genius idea. Great way to react to what could have been a forgettable moment.