Labatt begins online responsible usage campaign
By Adnews Staff
Labatt Breweries of Canada has begun an online campaign to promote responsible alcohol use among young people. The campaign consists of online ads and social media activities. The initiative, developed by Agency59 of Toronto, uses the brewery's existing tagline, "Know When to Draw the Line." The creative depicts various scenarios in which people have taken various activities too far, including tattoos, dog accessories and garden gnomes. The campaign also includes a contest based at Facebook.com. Consumers can submit photographs of themselves doing over-the-top things for a chance to win a trip for two to Las Vegas. The winner will be selected by public voting. The contest will run until the end of August. "With this campaign, we redefine 'Know When To Draw the Line,' making it bigger and more relevant," said Brian Howlett, chief creative officer at Agency59. "Using photos as the driver is a natural, as today's youth are sharing pictures online all the time."