Carlsberg has launched the first Canadian campaign for its Margaritaville beer, LandShark, on Thursday.

“LandShark Was Here” is the ad blitz for LandShark Lager, which was originally created in 2006 as a house beer for Jimmy Buffett’s Margaritaville restaurants. The campaign will run in Ontario and Quebec until Sept. 15.

Housed under the new brand platform “Escape the Mundane,” the campaign’s imagery juxtaposes Canadians lounging on a couch and sitting at a desk, with hanging out at the cottage and relaxing in a pool. The subtle visual of a shark bite separates the two worlds.

The imagery is supported by an audio ad on Spotify featuring a lifeguard blowing his whistle and calling out “LandShark,” urging everybody off the couch to save themselves from another dull Saturday night indoors.

“Since Canada isn’t exactly known for its white sandy beaches, we needed to find our own unique way to champion the vacation state of mind,” said Catherine Witkowskyj, senior brand manager at Carlsberg Canada, in a news release announcing the campaign.

The campaign was created by Toronto agency The Garden, which was named the new AOR for Carlsberg Canada in March. Carlsberg Canada and The Garden’s previous collaborations include an Ontario-wide campaign for Laker Lager and a Canada-wide campaign for Kronenbourg’s 1664 Rosé, which debuted at Fashion Art Toronto last spring.

Delaney Brough, project lead at The Garden, said of the latest campaign: “Lately, people feel that the grind of daily life has become a predictable ‘wake up, work, eat, sleep, repeat’ routine. This campaign aims to build affinity with Canadian beer drinkers who crave moments of genuine relaxation and joy.”

The LandShark Lager campaign uses digital out-of-home, display, social, TSA and a streetcar wrap. Dentsu Media handled media for the campaign.