Coors Light creates an ‘out-of-office office’

Coors Light Canada is redefining the idea of remote work with a contest called “The out-of-office office.”

Canadians can enter for a chance to trade in their picturesque Zoom background for the real thing by spending a few hours working in a cubicle situated in a remote location. The prizing includes round-trip travel, two nights accommodation and an outdoor activity pass.

The beer brand had originally approached its creative agency Rethink about a Quebec-specific activation of its “Made to chill” platform, said partner, creative director Xavier Blais. It was determined that the resulting idea had universal appeal. “The reality of working from home is no different [in Quebec] than it is anywhere else,” said Blais. “Working from home [has become] living at work.”

Working with Quebec production company Nova Film, Coors Light and Rethink created an 8-foot by 8-foot by 8-foot cube and then transported it via snowmobile—in pieces—to the Chic-Choc Mountains in Quebec’s Gaspesie region to film a promotional video.

The cube was built by Nova Film owner David Poulin Darveau, who builds homes on the side. It comes equipped with high-speed wifi, office supplies, heat, and Coors Light for after-work refreshment (wink, wink).

Like so many creative ideas, out-of-office office arose out of a simple conversation between Blais and fellow Rethink partner, CD Maxime Sauté. “I was joking that I’d need a sound-proof booth in my backyard to survive until summer,” he said. “It’s funny how things work, because we ended up doing almost exactly that.”

Chris Powell