Background: The Great White 'Stone is a rare, white can hiding in select orange multipacks of Keystone Light from September through November.

Idea: We launched the social campaign as if it were an actual outdoors hunt, featuring five tried-and-true methods for securing this elusive beast and creating a mount your grandkids will talk about for decades. We also noticed our fans using the hashtag #GotOne on social posts, so we incorporated that into the campaign for increased engagement.

Role: Concepted ideas, wrote the copy and played flip cup. Not necessarily in that order.

Copywriter: Gordo
Art Director: Andreas Aristedes

STEP 1: MAP

COPY: Word is that the Great White has been lurking in the beer aisle. Get out there and grab yours.

STEP 2: PACK

COPY: When hunting the Great White ‘Stone, make sure to pack all the essentials.

STEP 3: TRACK

COPY: It’s cold! Must be close. The hunt for the Great White ‘Stone is on.

COPY: It’s Great White ‘Stone season. If you haven’t spotted one yet, it doesn’t mean they’re not out there.

STEP 4: TRAP

Cooler Trap

COPY: The ol’ Cooler Trap is perfect for bagging yourself a Great White ‘Stone. #GotOne

Can Call Trap

COPY: Looking to bag a Great White ‘Stone? You’ll need to master the can call. #GotOne

Wrap Trap

COPY: Let the Great White ‘Stone fall right into your trap. #GotOne

Beer Fridge Trap

COPY: Looking to bag yourself a Great White 'Stone? Lure one in close with the perfect decoy. #GotOne

STEP 5: STACK

Stack

COPY: Once you’ve bagged a Great White ‘Stone, it’s time to build your mount and share it with the world. #GotOne

Mount

COPY: You’ve earned your trophy. Now share it. #GotOne

The Family

COPY: Why stop at just one mount? Collect enough White ‘Stones to build a family. #GotOne

360°

COPY: When you mount a Great White ‘Stone, it looks good from all angles. Now, show us yours. #GotOne