LA KORRIGANE Case study HAND-MADE by Cossette Quebec

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Industry Alcoholic drinks & Tobacco
Media Case study
Market Canada
Agency Cossette Quebec
Art Director Jean Lafrenière
Strategic Planner Marie Vaillancourt
Released November 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LA KORRIGANE
Product/Service: HOME-MADE BREWERY
Date of First Appearance: Nov 25 2010
Art Director: Jean Lafrenière (COSSETTE COMMUNICATION)
Strategic Planner: Marie Vaillancourt (COSSETTE COMMUNICATION)
Media Planner: Josée Otis (COSSETTE COMMUNICATION)
Account Director: Michel-Alexandre Lessard (COSSETTE COMMUNICATION)
Media placement: Print Campaign - Voir (Weekly) - November 2010

Insights, Strategy & the Idea
LA KORRIGANE is a small brewpub that hand-crafts a dozen varieties of beer. The purpose of this operation was to spread the word about this new brewpub, open since summer 2010. The owners had not held a grand opening and were looking for an idea for a launch event to raise their profile and grow their clientele. Our central idea: a hand-crafted ad for a hand-crafted beer. But we didn’t just want a hand-crafted ad—we also wanted to push the envelope, creating ads “live” over the course of a single evening, directly in the pages of newspapers already printed and ready for city-wide distribution.
Our idea was made possible by our media partner, the free weekly Voir, that agreed to print 1000 copies of the week’s edition with a one-third page blank space for us to create our ads directly on the page. These copies were later distributed throughout the network.

Creative Execution
The Event: In the space of one night, we invited artists, illustrators, comic artists, artistic directors, and graphic arts students to LA KORRIGANE to create ads using wooden pencils, felt pens, paints, and other materials. Artists had to follow certain rules, such as including LA KORRIGANE’s logo, address, and the tagline “A hand-crafted ad for a hand-crafted beer.” Everything else was left up to the artists’ discretion and talent. The event attracted over 100 participants. We received the copies of the newspaper at 5 p.m., and at midnight turned them back over to Voir for normal distribution. More than just a means of creating the ads, this was a bona fide event. The brewpub was chock-full of customers come to see the artists draw and create the ads to be used.

Results and Effectiveness
We filmed the artists throughout the evening and uploaded the video to YouTube the next morning. It has garnered over 15,000 views, inspired numerous comments, and travelled the world via social networking sites. Bloggers worldwide, from South America to Europe to North Africa, have created buzz around an event that brought together creativity and craft in real time. From a sales point of view, the ad not only generated a visible bump in business in the days following the event, but also an 11% sales increase over the following months.