GOLD'S GYM
DENVER AD SCHOOL
WORK THROUGH IT
Emotional pain can burn just as badly as physical. But powering through heartbreak? That takes a certain kind of strength. That’s why Gold’s Gym is reframing heartbreak as the greatest training ground for reviving your golden era.
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COPYWRITER: BLAYZE TEICHER
ART DIRECTOR: JAKE STALLINGS
Blue Moon brings back a time when nights were lived, not documented. Partnering with Camp Snap, we're hosting phone-free parties where guests trade their screens for screen-free cameras. With no previews or retakes, guests learn to trust the moment instead of chasing the perfect shot.
A partnership this rare deserves a product to match. Camp Snap Screen-Free Digital Cameras come packaged with every 24-pack of Blue Moon, giving everyone a new way to capture unforgettable nights.
Some moments are too good to throw away. So we’re building a monument to them, called The Moonkeeper, in Craters of the Moon National Monument & Preserve. Different structures are illuminated to represent the lunar cycle as the moon waxes, wanes, and changes throughout the year. Visitors leave messages inside Blue Moon bottles for others to discover within the installation, creating a shared experience between strangers who may never meet.
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At the heart of the installation is a live countdown to the next Blue Moon. And when it finally arrives, years later, the monument becomes the gathering place for a once-in-a-blue-moon celebration. Designed as a collective memory, the gathering features acoustic, unplugged performances and stories worthy of the wait.
Blue Moon bottles feature campaign messages embossed on the inside of the glass. Hidden in plain sight, the phrases gradually reveal themselves up until the final sip, creating a message in the bottle for those willing to slow down and drink it in.
Inspired by the campaign's celebration of presence, Blue Moon releases a premium coffee table book featuring original poetry, photography, and essays about the moments worth holding onto. Bound and produced with the same ambition as iconic volumes from Tom Ford, Annie Leibovitz, and Andrea Gibson, “Bucket of Moonlight” translates a feeling into a conversation piece.
In partnership with Picolo, the popular party game app known for its drinking games and group challenges, Blue Moon creates a video calling feature for friends who'd rather use their screens to gather than scroll. By using technology to bring people together when they are physically apart, the feature helps turn distance into connection.
Blue Moon creates organic social content that reminds people to be mindful of the moment they're living in. Periodically appearing in feeds, these posts interrupt the scroll with a simple reminder: "You've reached a checkpoint. Stop the scroll and breathe. Find yourself in the moment. Now drink it in." Like the rare moments it celebrates, the content is most powerful when used sparingly.