fake it till we lake it
Led campaign creation and execution of our this post-covid lockdown Summer 2020 campaign. We just wrapped a not at all socially distanced summer campaign “That’s Lake Law!” for Labatt the day (not kidding) before the country shuts down. The lake was cancelled and so was our campaign. 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.
CONCEPT, ART DIRECTION, ON SET (ZOOM) DIRECTION, EDITING
FILMS FOR OTT AND SOCIAL CHANNELS
the brief
create a summer campaign with limited assets, resources and budget appropriate for a post covid-lockdown world.
the results
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the results *
We created an original jingle and chose 6 scenarios that stayed true to our audience, true to the lake and true to reality.
We reminded consumers that you don’t need the lake to have the beer of the lake. You just need Labatt.
350% higher Facebook click-through rate than PREVIOUS campaign
2x Higher click-through rate than Labatt's Ad average
100% click through rate on YouTube
Labatt’s highest Snapchat click through rate to date
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 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.
