2013 Results

CAT 21 - Consumer Direct (DM)


Leo Burnett, Toronto (CANADA)

James Ready: "James Ready 50% Awesomer Coasters"21-00690-DM

Agency (& City): Leo Burnett, Toronto

Chief Creative Officer: Judy John

Creative Director(s): Judy John, Lisa Greenberg

Group Creative Director/Copywriter: Steve Persico

Group Creative Director/Art Director: Anthony Chelvanathan

Agency Producer: Kim Burchiel

Illustrator(s): Chris Duchaine, Cheryl Geonanga

Group Account Director: Natasha Dagenais

Account Executive: Rebecca Simon

Short explanation

James Ready is the beer of the people. Always trying to give drinkers more for their money. In 2012, J.R. started selling beer in bars versus just The Beer Store. The only way our small brand could get noticed in the overly beer branded bar environment was through our beer coasters. So we invented coasters with 50% more. Different coaster designs that gave drinkers more awesome in the form of entertainment, games, information and conversation.