Labatt: Fake It Until We Lake It
With social distancing orders in full effect into the start of summer in Labatt’s core markets (the Great Lakes region), BG knew our original campaign, which schools would-be lake goers on how to do the lake right with Labatt, was no longer relevant for a Memorial Day release. Within days, “Fake It Till We Lake It” was born. Inspired by posts of real people doing their best to recreate the lake activities they miss most under shelter-in-place orders, the creatives wanted to bring these funny visuals to life. Wanting to avoid user-generated content that’s been filling our feeds since the pandemic began, we quickly tapped trusted production partners, Droptree, to see what would be physically possible to film while in quarantine. Turns out, a lot, when you’re as resourceful as these guys. Within 24 hours, the tight team, including directors Matt Miadich and Connor Martin (who shot the 2019 and original 2020 Labatt summer campaigns), composed a catchy jingle, five spots to go along with it and agreed to star in the spots themselves.