2020 Winner

CASE SUMMARY

Newspapers, back in the day, would mostly bring relief to readers through comic strips. The news was sometimes tough to read, and so humour was the antidote. Taking cues from the publishing world, La Knowlton and Ogilvy created wrap-around labels for four beer cans, each consisting of a three-panel comic strip to demonstrate that while “Life is Rough, Beer is Smooth.” Think: a bear cooking a camper on a spit above a fire pit while happily cheersing a beer. The packaging was created for the brewery’s first canned beer line, with the colour-coded labels helping drinkers differentiate between the four beer styles and the easy-to-digest labels designed to stand out on shelf.

Credits

Client: La Knowlton Co. (Toby Bouchard, Nick Allan, Jim Allan)
Agency: Ogilvy Canada
Executive Creative Directors: Alexandre Emond-Turcotte, Hugues Morin
Copywriter: Simon Blaquiere
Art Director: Antoine Dasseville
Graphic Design and Art Direction: Mathilde Filippi, Amélie Touchet
Illustrations: Mathilde Filippi
Account Director: Charlotte Lafrance
Photography: Francois Ollivier