Brand transformation company, Burns Group, in partnership with FIFCO USA, one of the largest beer companies in the U.S., today announced a new national campaign for Labatt Blue Citra, 'Feral Office Workers.'

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Labatt Blue Citra is a new product from FIFCO that marries the taste, look and feel of trendy IPAs with an easy drinking lager. The campaign was born from the insight that millennials live in a plugged-in-always-on world and grew up in a time where the whole world can be accessed from a screen on their desk or in their hand. The campaign displays the feral millennials’ exploration of the ‘world outside’ and the new taste profile for the beer category.

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Using a cinematic and humorous approach, Blue Citra is the catalyst that helps millennials break free from the captivity of their offices and awaken their senses.

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The campaign, which was shot in Canada, includes TV spots, plus teasers on social and OOH billboards (linked directly below for reference). Director Casey Storm was behind the spots, leveraging his storytelling and filmmaking experience to bring a cinematic feel to the campaign.

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Credits

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Burns Group:

Hilary Bergman, Account Supervisor

Alexander Brown, Group Account Director

Annie Bishop, Producer

Sam Arcade, Executive Creative Director

Nicole Lucey, Executive Creative Director

Chamie Baldwin, Director of Strategy

Art Director: Craig Duffney

Writer: Allon Tatarka

Production:

Producer: Annie Bishop, Zebra

Director: Casey Storm, Arts & Sciences

Editor: Dave Anderson, Arcade edit

Music: Human