Grip of Toronto has been retained to produce a feature-length motion picture promoting beer brand Kokanee. The agency will produce the movie in association with executive producer Jeff Sackman and Alliance Films. The film will feature brand characters including Glacier, Fresh, the Glacier Girls and Sasquatch, and will depict the comedic activities of a group of men reuniting in a ski town. According to Grip, the concept is to use the movie to "create a targeted experience for consumers, paying tribute to all things western Canada." It will be accompanied by a marketing campaign that will encourage consumers to become involved in the movie, including casting events in major markets in western Canada, online casting, soundtrack auditions, favourite bar contests and submissions for props to appear in the movie. The campaign launched on May 21 with a 30-second television commercial introducing the movie and its website at <http://www.themovieouthere.ca>. Other elements include in-theatre advertising and in-packaging promotional materials. "When Grip approached us with the concept, we were blown away by their creativity," said Amy Rawlinson, marketing manager for Kokanee. "This level of branded entertainment is a first for us and the industry. The movie provides us with an incredible platform to connect directly with our consumer and celebrate their pride for western Canada. Kokanee fans have historically been very engaged with the brand via social and traditional channels. This movie takes brand interaction with the consumer to a whole new level." Kokanee, a Labatt brand, is produced at the Columbia Brewery in Creston, BC.