During pandemics gamers all around the world heavily turned to video-games in search of sweet moments of relaxation though in reality continuous gaming brings  more destruction to our bodies than relaxation.

Coors light has a history of being relevant to gamers. The campaign leverages this entire situation and focuses on allowing the gamers to play more – by taking breaks – in the game! After every 90 minutes of gaming, the gamer gets a pop-up asking them to complete a side-quest called “the chill chapter” in return for extra health/rewards.