When Jean Claude Van Damme took distressed denim to the dance-floor last year, a legend was born. This time round, it’s the audiences turn to bust a move. In the latest social activation campaign from Coors Light and VCCP, we see JCVD “Do the Damme” and practice some kick-ass dance moves back in the hand carved Ice Bar we saw him building in last year's high energy spot.
Alongside this campaign, Coors Light have also relaunched their UK website
The campaign, which will run across social channels including YouTube, Facebook and Twitter, encourages Coors Light fans to challenge their friends to emulate the muscular movie star's moves and even throw some shapes of their own. Fans have been asked to record their own version of the different movies (with names like the Penguin Patter and the Frozen Turtle ) and upload them to the Coors Facebook page with the hashtag #DotheDamme. Van Damme himself might actually comment on them, and the grand prize is a tutorial guide signed by the man himself. Don't worry if you’re rhythmically challenged though, as Coors Light are also asking fans to submit potential names for Van Damme's iconic moves!
Coors Light presents #DoTheDamme
Alongside this campaign, Coors Light have also relaunched their UK website. Dynamically displayed video, image gallery and blog formats form the basis of the new site, all of which are easily refreshed and updated. It also features a breadth of new, exciting content specifically tailored towards the brand’s 18-34 year old target market. This is the third socially driven campaign from Coors Light, following the successes of Damme Cold Stories and the Coors Light List last year.
VCCP is one of the agencies fighting for Thetrainline.com’s advertising business
In related news, VCCP is one of the agencies fighting for Thetrainline.com’s advertising business, with other agencies include Anomaly, Mother and TBWA\London. The incumbent, DLKW Lowe, has decided not to re-pitch. Thetrainline.com has also kicked off a review of its media account, which is currently held by Vizeum. It is understood that Vizeum will not be part of the pitch. VCCP also neglected to re-pitch for the business of Royal London, which held chemistry meetings this week for its media planning and buying account.