The Coors Light ‘Climb On’ campaign was all about inspiring people to go out and climb their mountains. The things that push us and make us better.

For the second year of the campaign, we were tasked with connecting our audience’s mountains with the brand’s mountain: making the World’s Most Refreshing Beer. We decided to do that by focusing on strong female characters and a rich cultural tradition.

CW: Me

AD: Abbas Deidehban

CD: Jed Cohen