Coors Banquet

Protect Our Protectors

Role: Producer

Effie Bronze · Shorty Impact Silver Honor

Protect Our Protectors is Coors Banquet’s tribute to wildland firefighters, “the brave few who run toward the fire.” We cast real firefighters and shot everything in a single day, on a shoestring budget, in the wilderness outside Vancouver. Since you can’t exactly set a forest on fire for a commercial, we faked an inferno with lighting effects, smoke tubes and biodegradable ash, then turned it into a full-blown disaster in post with distant blazes and water-dropping helicopters. The campaign grew donations to the Wildland Firefighter Foundation by 20%, and Banquet sales rose nearly 5%.

Agency: Mischief @ No Fixed Address
Production Company: Sequoia Content
Director: Dylan Maranda
Editorial: Outsider Editorial
Finishing: Alter Ego
Sound Design & Mix: Grayson Music Group
Music: Musicbed

Recognition

Effie Awards: Bronze (Social Good)
Shorty Impact Awards: Silver Honor (Emergency Relief)