We launched The Lightest Day for Corona Light to own the summer solstice and give people yet another reason to drink cold beer on sunny days. Like they needed one.
The campaign kicked off with a series of GIF social posts that generated awareness around the holiday and established the Summer Solstice as The Lightest Day — the official holiday of Corona Light.
Then we brought all that content together with Corona Light's first Facebook Canvas Unit which showed viewers how, and where, to celebrate #TheLightestDay.
We also petitioned to make The Lightest Day become real holiday — creating a Slideshare presentation for employees to give their bosses which explains why they should be able to leave at five o'clock on The Lightest Day. And we made it very powerpoint-y.
Finally, on June 20th, Corona Light threw official Lightest Day parties at outdoor bars in New York, Chicago and LA. Countless other bars throughout the whole country joined the fun.
Everybody took to the gram to show off how they celebrated, helping us spread the word about the new holiday we made up.
AdAge picked it up and featured The Lightest Day on their homepage.