Get Undomesticated

"The world's best selling Canadian beer" was in need of a complete rebrand. The only mandate: preserve the brand icon. We took Labatt's most valued asset, The Bear, and turned him into the ultimate expression of the inner wildness within all of us. From high mountain ski slopes to the VIP section at the club, the bear inspires beer drinkers everywhere to get up, get out, and most of all,
Get Undomesticated.

Role: Copywriter
AD: Andrew Haynes
CD: Rory Braunstein

Labatt Blue - Superbowl XLVIII

For the newly revamped bear's reintroduction to TV, we went big. The result was Labatt's most successful TV spot to-date. The 30 second spot introduced fans to the new bear and the new campaign: Get Undomesticated.

Labatt Blue - Quality Time

The secret to creating the world’s best selling Canadian beer is having a very special nose for sniffing out quality ingredients.

Labatt Blue - Go Royale

The Labatt Bear not only teaches us the ways of the undomesticated as they pertain to the great outdoors, he proves the magic also works in the clubs. We introduced Labatt's new low-calorie, high alcohol beer, Blue Royale with these silly tongue-in-cheek takes on ultra premium "club beers."