2017 Winner
Labatt Brewing Company Ltd.
#LightUpTheNation
Anomaly
SilverIntegrated Campaign
To build on its “Red Light” platform and rally the nation ahead of the Hockey World Championships in September, Budweiser blanketed digital OOH signage – including pedestrian walkways, transit lines, highways and restaurant bathrooms – with posters that trash-talked the opposing teams while promoting the beer and “Red Light” swag. Continuing its overarching theme of celebrating the “goal moment,” every single piece of digital creative was synced with the game in real time: whenever Canada scored a goal, the digital signs would simultaneously light up in celebration.
Executive Creative Directors: Pete Breton, Dave Douglass
Associate Creative Director/Copywriter: Jamie Marcovitch
Associate Creative Director/Art Director: Todd Cornelius
Managing Director: Candace Borland
Account Director: Matt Holton
Copywriter: Brendon Scullion
Art Director: Max Bingham
Designer: Andy Slater
Account Executive: Thomas Gaylor
Social Manager: Chris Campaner
Head of Production: Leanne McLellan
Print Producer: Rob Murray
Print Production: 7thfl
VP Marketing: Kyle Norrington (Labatt Brewing Company)
Brand Director: Andrew Oosterhuis (Labatt Brewing Company)
Senior Brand Manager: Candy Lee (Labatt Brewing Company)
Brand Manager: John Patrito (Labatt Brewing Company)
Trade Activation Manager: Lindsay Olimer (Labatt Brewing Company)
Media Placement: UM Canada
PR Agency: Veritas Communications
Experiential: Mosaic Canada
Trade Activation: Hunter Straker
Product Design: Buzz Products
Associate Creative Director/Copywriter: Jamie Marcovitch
Associate Creative Director/Art Director: Todd Cornelius
Managing Director: Candace Borland
Account Director: Matt Holton
Copywriter: Brendon Scullion
Art Director: Max Bingham
Designer: Andy Slater
Account Executive: Thomas Gaylor
Social Manager: Chris Campaner
Head of Production: Leanne McLellan
Print Producer: Rob Murray
Print Production: 7thfl
VP Marketing: Kyle Norrington (Labatt Brewing Company)
Brand Director: Andrew Oosterhuis (Labatt Brewing Company)
Senior Brand Manager: Candy Lee (Labatt Brewing Company)
Brand Manager: John Patrito (Labatt Brewing Company)
Trade Activation Manager: Lindsay Olimer (Labatt Brewing Company)
Media Placement: UM Canada
PR Agency: Veritas Communications
Experiential: Mosaic Canada
Trade Activation: Hunter Straker
Product Design: Buzz Products