Shock Top Canada: It Speaks For Itself
The Insight: When your beer is this good, you don’t have to talk it up.
The Plan: Give our mascot a voice as unfiltered as our beer, and let him talk about anything but himself.
15s TV: Off Script
To launch our platform on mass, we devised a series of fun 15s television spots. Playing off traditional closed-captioning, we gave our viewer a glimpse at what our product message was “supposed” to be — and then let our mascot talk about anything, but.
SOCIAL: Sound-Off Video
On social, we used sound-off platforms to our advantage as our mascot ran rampantly away from traditional brand messaging.
LONG FORM CONTENT: The Internet’s Most Unfiltered Talk Show
If a brand doesn’t want to talk about itself, then what is it supposed to talk about? Literally anything else.
And with a talking, animatronic, mascot promoting an unfiltered beer, this branded content series just made sense.
SOCIAL: April Fools
On April Fools, every other brand just wanted to talk about their fake product releases. We thought we’d take it one step further.
