• by Larissa Faw , July 5, 2019

FIFCO USA’s Labatt, in partnership with brand transformation company, Burns Group, is out with a new summer campaign, “Seize the Lake.”

The creative speaks to Millennials living in the Great Lakes market. The campaign is designed to show that Labatt drinkers have a serious “real self” but also a wild and free “lake self.”

The executional device, which was inspired by those double-exposure 80’s portraits, is “a simple yet absurd way to tease the meh and create extreme lake FOMO [fear of missing out],” says Nicole Lucey, executive creative director, Burns Group.

Burns Group worked with Droptree to produce six digital films and a library of still and motion assets for social and digital for the summer-long campaign.