Coors Banquet has debuted its “Defend Our Protectors” marketing campaign. Created in partnership with the nonprofit Wildland Firefighter Basis and company Mischief, the marketing campaign continues the model’s help of firefighters whereas retaining an eye fixed towards curbing local weather change and making a extra sustainable beer.
Local weather change has been a significant factor in a drastic international improve in wildfires in recent times, and the results on communities worldwide are seemingly countless.
The marketing campaign is accompanied by a video tribute that includes many real-life wildland firefighters commemorating the work they’ve carried out whereas acknowledging the toll the job can take.
The narrator says, “I do know none of you might be glad to be again right here this yr, however you might be, and that claims quite a bit.” The voiceover continues over harrowing scenes simulating a real-life wildfire, ending on the encouragement to help firefighters.
“From starting to finish of manufacturing, we had been thoughtful about our environmental influence. A part of that meant taking pictures this with out managed burns—no actual hearth was used on set, and that was intentional,” Will Dempster, evp of manufacturing at Mischief, expressed in an interview.
“As an alternative, we obtained artistic with smoke tubes and faux ash, which is made out of starch and is biodegradable. Any hearth you see on display was in-built put up with VFX,” He added.
“The shoot was all distant and generator-powered. Our crew was 29-strong and included actual firefighters who had been both energetic or retired. The gear you see on digicam is usually their very own. Thanks to all our companions who put in additional work, simply because it was the precise factor to do, to make this occur,” Dempster shared.
The marketing campaign will characteristic a limited-edition Coors Banquet pack, a merch collaboration with Brixton, and a partnership with nation music star Chase Rice that can see him taking a day of firefighter coaching. The marketing campaign will run till Oct. 16, and Coors encourages extra donations to firefighters by donating on the official web site of the marketing campaign.
