When two western legends like Wrangler and Coors Banquet come together, the creative has to match the legacy. That’s exactly what DDB Chicago set out to do with the Wrangler x Coors Banquet Collection — a limited-release apparel line celebrating timeless grit and Western spirit.

And to bring it to life, we didn’t just make ads, we made art.

Collaborating with artist Caitlin Hatch, DDB Chicago created hand-painted posters using actual Coors Banquet beer — the first national ads made with beer. A bold tribute to the heritage behind both brands.

“The Coors Banquet and Wrangler collaboration is about two western icons coming together. We wanted to honor and celebrate that in a really authentic way. So we created watercolors painted in the only beer with true western credentials – Coors Banquet,” said Colin Selikow, Chief Creative Officer at DDB Chicago. “It captures a moment in western culture in a way that is true to these iconic brands, and hasn’t been done before.”

With a nationwide poster rollout and the ‘Legends of the West Tour’ in Dallas, Nashville, and Denver, this campaign redefines what it means to wear your story.

Read more about the work in Ad Age here.