James Ready: The Share Our Billboard Campaign

Credits:

Agency: Leo Burnett, Toronto
Client: James Ready
Creative Directors: Judy John, Israel Diaz
Group Creative Directors: Paul Giannetta, Sean Barlow
Art Director: Anthony Chelvanathan
Copywriter: Steve Persico
Photographer: Hamin Lee
Agency Producer: Kim Burchiel
Art Buyer: Leila Courey
Studio Artist: Letizia Anile
Account Director: David Buckspan
Account Supervisor: Natasha Dagenais

James Ready Beer costs only a buck a bottle. To keep the price this low the brewery is always looking for ways to keep costs down. This includes asking consumers to: “Help us Keep this Beer a Buck”.

This year James Ready Beer wanted billboard ads but knew the cost of billboards would drive up the price of the beer. So they asked drinkers to share the billboard space.

PHASE 1

Billboard promoted a website where people could make an offer for part of that board. On the site, people can upload their own messages or images to be placed on the board.

PHASE 2

People’s images and messages appeared on billboards in their home towns.