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Keystone Light

Keystone Light is triple filtered which makes it smoother than other beers in the same category. Man, it would have been cool if we could have just said that... Unfortunately, since we can't substantiate the actual smooth factor with modern science, we had to carefully imply that it makes you (and life in general) smoother. This campaign also marked a departure from targeting their traditional younger demographic to now speaking to a slightly older, more mature guy who spends his quality beer drinking time outdoors... catching imaginary animals.

Project Roles
Art Director, Creative Director
Company
VML
Skills
Art Direction, Conceptual, Copywriting, Creative Direction, Design
Media
Commercials - Broadcast
Project Industries
Advertising, Beer
Keystone Light
Collaborators