Over these long months of quarantine, we’ve all gotten a little aspirational with our virtual backgrounds thanks to video chat platforms like Zoom.
Now Coors Light and agency DDB are offering to actually send you to the real location where one of your virtual backgrounds was photographed—eventually, when things are safe and Americans are allowed into other countries again.
A new ad called “What a Beautiful Day” introduces the promotion, which offers a chance to “win a trip to the videochat background you’ve been staring at for months.”
Aspiring travelers of legal drinking age enter by uploading an image of themselves in front of their virtual backgrounds of choice.
Five winners will be selected and given free travel to the background’s real location, redeemable until June 2022 in order to allow enough time for travel restrictions (and comfort levels) to lift post-pandemic.
“After all this time at home, we are all probably a little guilty of daydreaming about the trips we’ll take in the future,” said Marcelo Pascoa, vp of marketing for Coors brands. “This campaign gives people something to look forward to, and will maybe help keep our daydreaming in check.”
The spot and promotion continue the “Made to Chill” campaign launched with work from Leo Burnett in 2019.
Pascoa said he felt the new work effectively continues the campaign while following social-distance restrictions on production and reflecting the realities of life amid the pandemic, as the brand and DDB previously did with a campaign in April offering to give Americans free beer to make up for the stresses of quarantine.
“It was unique in its approach considering the current moment,” Pascoa said of the new promotion, “but what is most exciting is that we were able to create a film and a campaign that feels up to par with the work we’ve done since launching ‘Made to Chill’ last year. We wanted this campaign to continue helping our drinkers feel refreshed and hopeful, and fortunately, we didn’t have to sacrifice creativity to keep our teams, production and talent safe.”
Client – Molson Coors Beverage Company
Chief Marketing Officer – Michelle St. Jacques
VP, Marketing – Marcelo Pascoa
Senior Director of Marketing – Aaron Ormond
Senior Marketing Manager – Chelsea Parker
Associate Marketing Manager – Ricky Gonzalez
Brand Public Relations Manager – Rachel Dickens
Senior Media Manager – Kelly Ellefson
Associate Media Manager – Stephanie Feran
Senior Manager, Marketing Insights – Matt Slater
Creative Agency – DDB
Chief Creative Officer, Global – Ari Weiss
Chief Creative Officer, North America – Britt Nolan
Executive Creative Director – Colin Selikow
Creative Director – Chris Walker
Creative Director – Alan Shen
Associate Creative Director – Sandra Jurado
Associate Creative Director – Dan LaVigne
Senior Copywriter – Amy Finn-Welch
Chief Production Officer – Diane Jackson
SVP, Executive Producer – Matt Blitz
Production Manager – Jillian English
VP, Strategy Director – Matt Babazadeh
SVP, Group Account Director – Kiska Howell
Account Director – Jonathan King
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