In the latest instalment of Labatt’s ‘Know When to Draw the Line’ messaging campaign, Toronto-based Axmith McIntyre Wicht creates a visual story with a consequence-based strategy that lets the viewer fill in the blanks about what happened.

In this case, the aftermath is shown in the snow – the staggered footprints are a telltale sign that the boozy in question had a hard time getting back home after a night of too many bevvies. ‘We always serve up a serious message, but serve it up with a smile,’ says Axmith CD Brian Howlett.

Focusing on the embarrassment that can ensue after a night of excess is more effective than showing body bags and depressing imagery, explains Nigel Miller, director of public relations for Toronto-based Labatt. ‘When you’re speaking to young adult Canadians, you’ve got to speak to them in their terms. Preaching doesn’t work for them.’

The poster and transit shelter campaign, which started at the end of November, follows up previous efforts in Labatt’s ‘Know When to Draw the Line’ campaign, now in its 11th year. The image is an illustration, which has a couple of benefits, according to Howlett. It’s less expensive than building a set and hiring a photographer and it allows for a hyperrealistic effect.

Credits

Client: Labatt

Agency: Axmith McIntyre Wicht

Creative Director/Copywriter: Brian Howlett

Art Director: Ron Smrczek

Illustration: Greg Banning

Production Manager: Sam Sham