Campaign Idea & Tactical execution


During my second stint at The Works, I led the creative for Canadian Club when this campaign began 5 years ago…and the creative is still running. It’s recently been awarded the Grand Effie (2015) after the brand has become one of the fastest growing alcohol brands in the country, moving into the top ten spirits across all categories. This creative is an example of some tactical copywriting I did during the launch of ‘Over beer?’. Where’s the best place to talk to drinkers? In the pub! This campaign used coaster media to make drinkers question their drink choice and try a Canadian Club.