When a brand evokes the sun with its name, it should come as no surprise that it wants to help people get out in the sun’s golden rays.

That’s the spirit behind beer brand Sol’s latest campaign, “The Ray-Dar,” which it developed with Publicis Toronto and has launched in several key Canadian markets. The campaign aims to show how “summer is not about where you are, but how you feel,” according to Jose Casillas, marketing director for Heineken Canada, which owns the brand.

The campaign is anchored by a number of strategically placed digital OOH billboards in Toronto, Montreal and Vancouver, all of which use real-time data to determine nearby patios where guests can soak up the sun. Viewers can scan a QR code on the billboard to find their way to those patios.

“They’re a real-time guide to help people discover and enjoy the best sunny patios their city has to offer,” explains Vini Dalvi, ECD of Publicis Toronto. “They’re a great example of how we’re able to blend creativity and cutting-edge technology to create cool and fun interactive experiences for consumers.”

Alongside the digital OOH is more traditional, static OOH, including billboards at beaches in Toronto and Vancouver that people can pull Sol-branded towels from. Influencer support provided by Publicis PR shop North Strategic rounds out the effort.

“Every single element of ‘The Ray-Dar,’ from our billboards to our towel goodies, serves as an invitation to step out, connect with your friends and embrace the true essence of summer,” says Casillas.

Wavemaker handled the media buy for the campaign.