Coors L'action Est Sur La Glace by DraftFCB Montreal, MEC Montreal for Molson

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Coors L'action Est Sur La Glace

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Industry Beers and Ciders
Media Ambient
Market Canada
Agency DraftFCB Montreal
Agency MEC Montreal
Production thinkingbox
Released June 2013

Credits & Description

When it comes to hockey, Coors has a simple motto: hockey is the coldest sport, and Coors is the coldest drink. To exemplify this statement, under the creative direction of DraftFCB, Thinkingbox produced an interactive outdoor experience that put Montreal Canadiens fans into the game. On a custom platform, each player would take their best slapshot which would trigger one of many 3D animations on a 45' HD video wall. They could also share their experience of the event via social media. During the 4 day event - held during the final regulation games prior to the start of the Habs playoff run - 300 fans interacted, with an average of 1 every 5 minutes.
The Montreal Canadiens, the most celebrated team in hockey history, has one of the most passionate and diehard followings in the NHL. So during this year’s Stanley Cup run, Coors Light teamed up with MEC Canada and DraftFCB Montreal to create an interactive outdoor experience called "L’action sur la glace” or “The Action’s On The Ice”, bringing the fans even closer to the action.
Outside of Montreal’s Bell Centre, the home of the Habs, Thinkingbox digital production company built a custom 240 square foot ‘shooter’ platform where fans were able to take their best and hardest “slap shot”. Each time, the strength and speed of the shot would trigger a specific 3D animation that appeared on a 45’ HD LED video wall. For example, if the puck was hit hard enough to score a goal, an animation showing the ice shattering as well as a 3D modeled representation of Bell Centre and the Montreal Canadiens’ locker room would appear. Everything was done to recreate and simulate the experience of scoring a goal for the average fan.
The activation included a custom iPad application that controlled the flow of the event. It was synced with social sharing technologies so players could publish their experience on their respective networks. The platform included a puck track containing IR sensors and micro-controllers that converted fans’ shots from microseconds to km/h.
Project: "L’action sur la glace” - “The Action’s On The Ice”
Media: Ambient
Category: Alcoholic Drinks
Client: Molson
Brand: Coors Light
Marketing Manager: Sonia Palazzo
Senior Marketing Manager: Véronique Simard
Creative Agency: Draftfcb Montréal
Digital Production Company: Thinkingbox
Media Company: MEC