REVENGE IS BEST SERVED COLD. IN NEOPRENE.

People still talk about our Shiner stunt at The ACL Music Festival. For the first time ever, Shiner had been shut out after Heineken bought the exclusive beer sponsorship.

So we bought one outdoor board just steps from at the main entrance.

Yeah, one stinkin’ outdoor board.

#1644 of the Reagan media fleet became our cycling protest movement. Over the three-day festival, #1644 changed three times.

Then came the neoprene throat punch.

We made thousands of koozies that looked exactly like Shiner Bock cans and handed them out like candy to people walking into the festival on that blistering hot weekend.

The stunt went around the world in social. A German agency asked us to send them some koozies. The outdoor campaign won Best of Show at the OBIE Awards.

It was three cold days in hell that Heineken won’t forget.