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Labatt draws the line - online

The latest phase of Labatt's "Know When to Draw the Line" responsible-drinking campaign is launching online tomorrow. "Everything in Moderation" will feature leaderboards, skyscrapers and big box ads with static as well as dynamic images of over-the-top scenarios to illustrate the point, including a man tattooed from head to toe, a couple sporting leopard-print unitards, and an overly accessorized tiny dog.

The ads are targeting 19- to 24-year-olds and are featured on Facebook as well as through Google, Casale Media and Tribal Fusion network sites. M2 Universal handled the media buy and Toronto-based Agency59 developed the creative. The ads run through the end of the year.

The campaign also contains a contest element that invites Canadians to post their own over-the-top photos on the Everything in Moderation Facebook page. Starting tomorrow through Aug. 31 users can vote for their favourite, with the winner receiving a trip for two to Las Vegas and $2,000 in spending money. In keeping with the "Know When to Draw the Line" spirit, if the winners return from Las Vegas with $1,500 of their spending money they will win an additional $1,000. The winner will be announced on Sept. 1.

www.labatt.ca
www.makeaplan.ca

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