Harnessing The Power Of The Sun

Sol, Patio Ray-Dar (Bronze, Tech-Savvy Category, Shopper Innovation Awards)

Sol, live from the sunnyside. A beer glass with sunglasses on the left, and a man in sunglasses holding a gold disco ball with a beer on it on the right.

Sol beer, a challenger brand in a cerveza style beer space, tasked us with developing a summer campaign to tell its own unique story and get consumers sipping on something better.

2 posters on a yellow background. A beer bottle with sunglasses on the left and a woman with sunglasses and a glass of beer reflecting in her lenses on the right.

The unpredictability of Canadian weather is familiar to all of us. This means that time spent in the sun with an ice-cold beer is a fleeting but important opportunity. Sol beer is uniquely positioned to take brand ownership of the sun and should always be there when its shining.

A poster being on the street stating "6 pm means the Sol is out at Wilbur's patio. Take a stroll for a Sol."

A poster at a subway station stating "6 pm means the Sol is out at Baro's patio. Take a stroll for a Sol."

We decide to guide consumers to the sun, and some Sol, all summer long using a reactive weather map micro-site. Sol’s database of partner bars and restaurant was massive, so we all pitched in and mapped out every patio where Sol was available, what times the sun shone on those patios, and what the current weather was. We integrated all this data into our micro-site to ensure consumers never missed their moment in the sun. Additionally, we created over 190 custom OOH placements that lead consumers in bar filled neighbourhoods to our partner bar patios at their sunniest times. We made it easy for Canadians to take a stroll for a Sol.

A close-up of a phone. Find every patio under the sun. A list of locations on the left and weather illustrations on the right.
A google maps location of Sol on King street West.
A woman holding a can of Sol beer and Sol banner at a sunny colourful patio.