MOLSON - BLACK LABEL

> "Black à l'os" sales promotion mechanic. Enticed consumers to purchase a Black Label beer. Upon purchase, the server gives a coaster in the form of a puzzle piece. If the coaster corresponds to a missing piece from one of the murals in the bar, the consumer is automatically eligible to win a weekend in New York City.

ROLE > Collaborated on concept; Art direction; Client presentation; Briefed the illustrator and studio; Supervised the production