Coors Light Wants to Fly You to the Place in Your Zoom Background, So Choose Wisely

Five people will win a trip to their virtual setting (once it's safe to travel)

Love a spot enough to make it your virtual background? Maybe now you'll get to go there. Coors Light
Headshot of David Griner

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 in your virtual background—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 their videoconferencing wallpaper’s real location, redeemable through June 2022 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 promotion continues 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 distancing 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.”

CREDITS:

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

Account Executive – Colette Charak

Director of Project Management – Jen Polan

Production – Biscuit Filmworks

Director – Noam Murro

Postproduction – Framestore/Parliament

Colorist – Beau Leon

Editorial – Work

Editor – Stewart Reeves

Audio – Another Country

Audio Engineer – John Binder

Music/Sound Design – The Elements

Media Agency – Connect

PR Agency – ICF

Social Agency – Volt


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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