James Ready Promo, Case study WEDDING by Leo Burnett Toronto

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Judy John, Israel Diaz
Art Director Anthony Chelvanathan, Paul Giannetta
Copywriter Sean Barlow, Steve Persico
Released April 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: JAMES READY
Product/Service: JAMES READY
Date of First Appearance: May 1 2010
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Israel Diaz (Leo Burnett)
Group Creative Director: Sean Barlow (Leo Burnett)
Group Creative Director: Paul Giannetta (Leo Burnett)
Copywriter: Steve Persico (Leo Burnett)
Art Director: Anthony Chelvanathan (Leo Burnett)
Copywriter: Sean Barlow (Leo Burnett)
Art Director: Paul Giannetta (Leo Burnett)
Print Producer: Gladys Bachand (Leo Burnett)
Group Account Director: David Buckspan (Leo Burnett)
Account Director: Natasha Dagenais (Leo Burnett)
Account Executive: Jordan Lane (Leo Burnett)
Media placement: Wedding Invitations - Direct Mail - March 2010
Media placement: Ceremy & Reception - Live - May 1 2010
Media placement: Center Pieces - Ambient - May 1 2010
Media placement: Cufflinks - Ambient - May 1 2010

Insights, Strategy & the Idea
The recession struck and people weren't living so comfortably. So we launched a campaign to help our drinkers anyway we could. One request was to help a young couple get married. So we decided to throw them a JAMES READY wedding.

Creative Execution
The JAMES READY Wedding was a wedding the beer paid for and supplied a JR inspired cake, invitations and decorations for. When word spread about what JR was doing the brand became a hero of sorts.

Results and Effectiveness
The wedding went off without a hitch. The bride and groom were happy and every one at the wedding became life long fans and drinkers of JAMES READY.