Beverages - Alcoholic
Entrant: Grip Limited, Toronto
"The Movie Out Here"
Corporate Name of Client:Labatt Breweries of Canada
Account Services:John Miller
Agency:Grip Limited , Toronto
Creative Directors:Scott Dube
Art Director:Catherine Allen
Agency Producer:Laurie Maxwell
Production Company:Infinity Films
Interactive Developers:Dylan Dempsey
Interactive Art Directors:Joel Holtby
Interactive Producer:Todd Harrison
Audio Production:Post Modern
Description of the Project:
Kokanee is a Western Canadian beer brand with a history of engaging consumers in unconventional ways. But people expect the unexpected from Kokanee, so we needed to engage them in a way that had never been done before. Ever. The big idea was to create a 90-minute movie to be released in theatres that our fans would participate in. The Beer Out Here would announce The Movie Out Here on TV, outdoor, online and social media. Consumers were encouraged to help “make” the movie. Online, they could audition for various roles, submit their own props, enter a song to be on the soundtrack, or vote for their favourite bar to be used as a key location. They could even get their name in the closing credits. Special packaging and movie collectibles like glassware were also created. While the movie was shooting, consumers had online access to behind-the-scenes videos where they could follow the production. After the movie was shot, Kokanee gave consumers the opportunity to attend premieres through an online and experiential activations. The movie premiered in November 2012 at the Whistler Film Festival and was released in cinemas across Western Canada on March 1, 2013. Yes, fans lined up to see their favourite brand on the big screen.