Tha't’s Lake Law!

Led campaign creation, art direction and execution for Labatt’s Summer 2020 multichannel campaign.

Of course, we’re heading back to the lake. Because the lake draws people together and unites them over ice-cold Labatt. It’s a community. A culture. And every culture has its own set of rules.

Meet Labass. He’s funny, opinionated, and charismatic — a natural leader of the lake people — so beloved that he has his own cult of personality. He’s more than a mascot, he’s an icon, a symbol of the lake culture they live and love. And he’s Canadian . No man (or fish) knows more about pristine Canadian pilsener than he.

A humorous series of spots that remind consumers of one thing… When you’re at the lake you drink Labatt. That’s Lake Law! This campaign continues to show consumers that Labatt Blue Light understands and is an essential part of lake life.

Click to play below