seize the lake
Led campaign creation and execution of Labatt’s 2018 multichannel summer campagin. Coors has the mountains. Corona has the beach. Labatt has the lake. Labatt sought to establish relevance among its core demographics within the Great Lakes market. Given the region’s prominent “lake culture,” we set out to show consumers that Labatt not only understands, but is a part of lake life.
CONCEPT, ART DIRECTION, ON SET DIRECTION, EDITING
6 FILMS, LIBRARY OF STILL AND MOTION ASSETS FOR SOCIAL AND DIGITAL
The brief
create a campaign INSPIRED BY the idea that our always on, INTERNET reality keeps us from letting go, relaxing and tapping into our fun sides.
The results
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The results *
WE sought to convey that Labatt drinkers OF the Great Lakes have a “real self” but also have a “lake self.” The “real self” depicts a responsible, working, bill-payer. On the other hand, the “lake self” drinks Labatt, feels pants are absolutely optional and showers when it’s Monday again.
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The executional device in our 15s was inspired by 80’s double exposure portraits - a simple yet absurd way to tease the two you’s and create extreme lake fomo.
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Lake hacks
Lake people can be downright genius when it comes to beer drinking. We wanted to highlight that ingenuity and spread the love by sharing hilarious-but-useful hacks to drinking labatt. we shared these on social.
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We even offered two of our hacks available for purchase!
#locatethelabatt
Using stills we captured on set, we created a gamified social series using the new zoom feature on instagram. We hid a bunch of teeny, tiny Labatt cans somewhere in the photo, then asked our audience to tell us how many they could find.
