LCBO /Liquor Control Board of Ontario Digital The Gentlemen's League Configurator by Cossette Toronto

Adsarchive » Digital » LCBO /Liquor Control Board of Ontario » The Gentlemen's League Configurator

The Gentlemen's League Configurator

Pin to Collection
Add a note
Industry Alcoholic drinks & Tobacco
Media Digital, Interactive & Mobile
Market Canada
Agency Cossette Toronto
Creative Director Chad Borlase
Art Director Kenneth Fothergill
Copywriter Peter Gardiner
Designer Eleni Alpous
Released February 2013

Credits & Description

Cossette Toronto and the LCBO (where people buy alcohol in Ontario) have launched the Gentleman's League Configurator which at the push of a button, a new, ornately-designed web tool helps to plan a guys night in during the cold winter months.

The Gentlemen's League Configurator is an experiential website that helps men plan parties in a simple yet gentlemanly fashion.

The Configurator allows users to choose from a variety of premium mixed drink and customised dining options suitable for all fun and good-naturedly social occasions. They can then email their party ideas to friends.

"We wanted make it easy for young male drinkers to come up with a reason to invite their friends over," says Chad Borlase, Creative Director, Cossette. "January is a month when people generally stay in, so we wanted to create a fun and functional way of coming up with premium drinks and food pairing ideas that require minimal effort.Designed and illustrated digitally in a turn-of-the-century steampunk style, the Configurator features cleverly worded drink recipes, dining suggestions and invitations delivered in an ornate lettering and scripted reminiscent of the turn of the century. The Configurator was an instant success."

In the first 13 days of the campaign, it had 4,083 unique visitors who spent an average of four minutes and 25 seconds with the tool. Additionally, 85.5% of all users chose to 'configure' a premium night in with friends.The Configurator is being promoted with online display advertising and social media outreach throughout January.

Category: Drinks, alcoholic
Client: LCBO - Liquor Control Board of Ontario
Agency: Cossette, Toronto
Production: Cossette Toronto
Country: Canada
Chief Creative Officer: Matthew Litzinger
Chief Creative Officer: David Daga
Creative Director: Chad Borlase
Copywriter: Peter Gardiner
Art Director: Kenneth Fothergill
Designer: Eleni Alpous
VP Digital: Tim Dolan
Brand Director, Digital: Chris Dyck
Director, Digital Production: Pralad Rao
Senior Project Manager: Amber Adam
Senior Interactive Architect: Scott Garson
Web Developer: Dylan Scott
Web Developer: Christina Habberjam
Interactive Designer: Erin McGuire
Interactive Designer: Pavel Gorin
QA Analyst: Kate Roberts
Senior Web Developer: Jaswinder Rattanpal