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October 2008 - Strategy Magazine
Creative

Labatt's sexy stash

by Annette Bourdeau
page 21

Sure, moderation is probably the best plan when it comes to alcohol-infused nights out. But that's not always realistic. So the latest advocacy ads from Toronto-based Labatt Breweries advise party-goers to be prepared, with two sexy executions showing a busty woman and a low-riding man stashing cab fare in their cleavage and crotch regions, respectively.

"We're going after the 19 to 24 demo, so the tips had to be presented in a fun way to get their attention," says Brian Howlett, CD at Toronto-based Agency59. The two executions are currently running as TSAs, and both drive traffic to the microsite makeaplan.ca, where people can find user-generated tips for getting home safely.

Howlett hopes to build on the tips campaign with more executions. "The tips would be perfect for a social media campaign," he says. The Make a Plan site was developed with a focus group of college-age students, who came up with the pointers as well as art to go along with them.

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