mystery Mansion

National Campaign Concept + Experiential Getaway

Mystery Mansion was a concept for a national Coors Light campaign built around a four-day, all-inclusive getaway inside a branded mansion for 40 exclusive winners. Designed to feel like a secret society meets music festival, the campaign aimed to position Coors Light as the beer of the bold, the curious, and the chosen.

The creative leaned into coded visuals, ancient-feeling iconography, and mysterious motifs. Entry points included scratch-and-win cards and QR-coded posters styled like secret invitations—inviting fans to “unlock the mansion” through luck, intrigue, and a bit of digital sleuthing.

The grand prize: an immersive retreat inside the Coors Light Mansion. Winners would experience rooftop DJ sets from world-famous artists, curated adventures, ski trips to Blackcomb, and unstructured days of icy-cold escapism. Every touchpoint was imagined to feel cinematic, surreal, and unforgettable.

Though never brought to life, the purpose of Mystery Mansion was to elevate Coors Light beyond refreshment into experiential storytelling—creating a branded mythos fans would want to chase, talk about, and share.