This work was a new business pitch we proposed to Canadian Club in 2009. It was part of a global effort involving many individuals from both the agency and client. The work never did make it pass the last decision maker, but the results are something I'm proud of.
The brief was to re-energize an old and tired brand with a focus on immediate traction within the urban market. We targeted "club" goers who traditionally choose vodka as their drink of choice. We wanted to challenge this convention by offering a new choice in mixable cocktail whisky's. Our approach was to invite our audience to discover Canadian Club like they've never done before.