copywriter

'STONES OF THE WILD

‘STONES OF

THE WILD

Following the success of the 2015 hunting program, Keystone asked us to shake things up a bit without losing the can hunting and stacking that drinkers had come to love.

TRACKIN’

& STACKIN’

We started by upping our stacking game—designing secondary and primary packaging that stacked to create mountain ranges. Then we made three rare animal cans that drinkers could find and fit into their can landscape. Rounding out the program with a story inside of every pack that encouraged drinkers to track, stack & share on social.

A STONESQUATCH

SURPRISE

While we’d lead drinkers to believe only three animal cans existed, there was a fourth: ‘Stonesquatch! Using it as a complete social pay, as all that found ‘Stonesquatch would flock to post their find on Facebook. And we’d mark each sighting of ‘Stonesquatch on our cover photo map with the name of those who found it. Keeping drinkers excited and engaged throughout the program.