'Beer Token'
Mixmag x Coors
Carl Cox 30 Years Of Mixmag
Brand Activation
2022
Coors, the World’s most refreshing beer* aimed to strengthen its presence in dance music culture through a collaboration with Mixmag Live at E1. The event coincided with the 30-year anniversary of Carl Cox's influential Mixmag Live tape in 1992, which transformed dance music culture.
To commemorate the event, we created dancefloor merch that doubled as a beer token. Printed using thermochromatic ink (like their beer cans), the tees initially appear blank but then change colour to reveal graphics when exposed to the heat emitted by the ravers. The concept is that when a guest gets hot, the beer token activates. The design draws inspiration from 90's UK club flyers and the graphic style of the rave era, and features the original tracklist from Cox's debut Mixmag Live set from '92.
Concept & AD: Ollie Mills; Design: Charlie Soffe; CD: Sam Daly, Rob Greaves; ECD: Vicki Maguire; Agency: Havas London; Client: Coors, Mixmag
