On the collar of the Pravha bottle, in tiny print, were four words.

"Bold flavour. Light taste."

At first I thought — what does that even mean. Then it clicked. That contradiction was the whole brand. That was our way in.

The ambition was simple. Premium. Playful. Intelligent. In a world dominated by BIG PINT beer advertising, with a fraction of their budget.

I kept coming back to cigarette posters from the 80s and 90s. Beautiful things. Posters you actually wanted to look at. That also made you think. Imagine that.

So I started pulling them apart to build the Pravha world.

We took the duck egg green and set out to own it.

We commissioned two of London's best fashion still life photographers — Metz+Racine — and gave them one instruction. Don't make a beer ad with the bottle plonked in the bottom right. Treat it like a fashion object.

We kept the messaging straightforward. Just talked about the product. No lofty nonsense about how you'll be more of a person if you drink it.

It became Molson Coors' most successful launch to date.

Year two stayed in the same world. Same tone. This time built around a simple question.

Who said light can't be bold.