Fake It Till WE Lake It

We had just finished shooting our summer 2020 campaign, only to return home and quickly realize socializing at the lake just wasn’t going to happen this year. The lake was cancelled and so was our campaign. So what did we do? We pivoted. With the help of our directors doubling as actors/stuntmen/editors, their homes, and their families, we showed the world you can still have outdoor summer fun while at home, even if you fake it. We created an original jingle and chose 6 scenarios that stayed true to our audience, true to the lake and true to reality. We learned that you don’t need the lake to be the beer of the lake. You just need Labatt.

Instagram | Facebook | Digital

Role: Ideated and led art direction with limited/no budget and immediate turnaround. Worked closely with directors, editors, and set designers virtually pre through post production to ensure output was aligned with Labatt’s look and feel. Repurposed stills to create social content. 

But what happens when your relationship with the lake, with nature with the outside world...becomes long distance? Hilarity ensues!

And so do opportunities for Labatt to step in and help. So we gave the lake a voice to tell consumers herself that she’s equally upset about this long-distance relationship turned the funniest moments into faux postcards with ironic travel phrases. A nod to the collective frustration beneath the fun, while staying true to our brand’s sense of humor. In the end, we brought the lake mindset - that is all about socializing and having fun together - to life while we’re all 6 feet apart.

RESULTS

>350% higher Facebook click-through rate than 2019 campaign

2x Higher click-through rate than Labatt's Ad average

62% Average completion rate of Snapchat ads