James Ready - Help Us Keep This Beer A Buck

In year 2 of the campaign; "Help Us Keep This Beer A Buck", James Ready goes outdoor.
The Brewery couldn't afford the whole billboard, so they asked beer drinkers to share the billboards and Help Keep James Ready A Buck.
Phase one drove people to a website where they could upload any message or image. Phase 2 featured all the images and messages that were uploaded to give people their very own billboard.

The Result: When you share a billboard with a beer; it becomes your beer for life.

Client: James Ready Brewery
Agency: Leo Burnett Toronto
Creative Director: Judy John
Creative Group Head/Art director : Paul Giannetta
Creative Group Head/Copywriter: Sean Barlow
Art Director: Anthony Chelvanathan
Copy Writer: Steve Persico


A really innovative idea both in money saving terms and consumer participation.