Fake It Til You Lake It

What happens when you’ve just wrapped a not at all socially distanced summer campaign for Labatt the day (not kidding) before the country shuts down? You fake it, for reals. 

Real faking includes: 1. Re-hiring just wrapped directing team. 2. Asking, ok bribing, them to act in a bunch of self-shot spots. 3. Asking (ok, now we were full on begging) them and their loved ones to recreate our consumers favorite lake activities from the safety of their homes (and sometimes bathrooms). 4. Concept spots that remind consumers the lake-loving spirit of Labatt is alive and well—even during lockdown. 5. Shoot, edit, and release (with an original song, of course) within 3 weeks.

With 100% click through rate on YouTube and Labatt’s highest Snapchat click through rate to date, Suck it, COVID!.

Press: AdAge