Sol’s brand positioning is all about enjoying one of its beers in the sun, and the billboards created for its latest campaign make it easier for people to find the best place to do just that.

Positioned at key locations in Toronto, Montreal and Vancouver, the digital billboards are equipped with smart technology and continually updated with real-time weather data to identify nearby bars and restaurants that would have sunny patios. In addition to the creative calling out one of those nearby patios, the ads also feature a QR code that can help passers-by find other options.

Publicis Toronto came up with the creative concept, with Wavemaker executing the media buy.

“The ‘Sol Billboards’ are not just a form of advertising,” said Vini Dalvi, ECD at Publicis Toronto. “They’re a real-time guide to help people discover and enjoy the best sunny patios their city has to offer. They are a great example of how we’re able to blend creativity and cutting-edge technology to create cool and fun interactive experiences for consumers.”

The billboards are part of Sol’s broader “Ray-Dar” campaign, which also includes an execution by Publicis’ Sports & Entertainment division that outfitted billboards near Toronto and Vancouver beaches with towels that passers-by could pull off for their trip. It also includes static out-of-home and digital buys with The Weather Network. North Strategic is also leading an influencer element of the campaign.