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Escape to Pil Country: Old Style Pilsner Crafts New Destination for Adventure

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Created by Sid Lee in Toronto, this tourism campaign features an official national website (for this made-up destination) along with travel activities such as an 8-bit videogame

Escape to Pil Country: Old Style Pilsner Crafts New Destination for Adventure

Old Style Pilsner (brewed by Molson Coors) and creative agency Sid Lee created Escape to Pil Country, a tourism campaign featuring an official national website and travel activities such as an online videogame. Pil Country is outlined as the perfect place to go for those who seek adventure.  

“Since 1926, we have taken pride in keeping the same ingredients and sharing our sense of adventure with many generations of Pil enthusiasts.” said Stewart Yepes, senior marketing manager at Molson Coors Canada “The campaign brought Pil Country to life and provided Pil fans with a fun, safe way to explore. We collaborated with Sid Lee who, just like us, are  unafraid to push boundaries and find original ways for people to celebrate our brew while being entertained.” 

Along with the tourism campaign, Sid Lee and Pilsner co-created Escape to Pil Country –The Game, an 8-bit video game adventure where Zythophiles get to experience the realm of Pilsner and encounter citizens of this playful new world along the way.  

“Going to Pil Country is an expression used to describe enjoying an Old Style Pilsner.” said Matt Fraracci, creative director at Sid Lee. “This popular saying and the Pil community’s quick-wit humour inspired us to create something outside the box—and produce the ultimate getaway for Pil enthusiasts everywhere.” 

The objective of the game is to deliver five kegs of Old Style Pilsner to the top of Mount Pil. As players make their way through the levels, they can take in the views inspired by landscapes across Canada. Escape to Pil Country allows players to choose their own adventure to make every trip a unique experience.  

The Escape to Pil Country campaign and video game include a tourism website and spots, social media content, a specialised Spotify playlist, a phone line for travellers to call in, and more. To learn more or to play the Escape to Pil Country video game, visit here.  

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Client: Old Style Pilsner

Agency: Sid Lee

Executive Creative Director: Jeffrey Da Silva

Creative Director: Matthew Fraracci

Assistant Creative Directors: Andrea Romanelli, Jon Taylor

Art Director: Josh Dornan

Copywriter: LB Cooper

Group Account Director: Kiara Wilson

Account Supervisor: Erica Francis

Strategy Team: Anna Mer, Elliott Altilia, Sydney Hill

Head of Production: Amanda Loughran

Producers: Elana Olavesen & Ryan Reynolds

Translation Team: Yasmine Uteene, Marie-Claude Demers, Richard Nadeau, Carla Mavaddat Production

Categories: Beers, Alcoholic Beverages

Sid Lee, Thu, 13 Jan 2022 17:25:01 GMT