Grip Limited Took Creative to the Next Level When It Created a Film for Kokanee Beer | Adweek Grip Limited Took Creative to the Next Level When It Created a Film for Kokanee Beer | Adweek
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This Toronto Agency Skipped the Product Placement and Released a Feature Movie

Kokanee beer's entire ad budget

Photo: Pete Aspros


Specs
Who Clockwise from top: Partners (creative) Rich Pryce-Jones, David Crichton, Randy Stein, Scott Dube; Bob Shanks, managing partner, business; David Chiavegato, partner, creative
What Advertising agency
Where Toronto offices

Every copywriter wishes he or she was a screenwriter. For a few creatives at Grip Limited, the dream actually came true. Earlier this year, the agency released The Movie Out Here—a crassly comedic 92-minute feature film sponsored by Kokanee beer. The A-B InBev brand put its entire annual ad budget behind the film, which opened in 30 Western Canadian theaters. While Kokanee may be a regionally sold beverage, Grip Limited isn’t small-time—the 10-year-old shop also does global digital work for A-B InBev’s Stella Artois, and has lead Canadian roles on blue-chip brands like Honda, KFC, Expedia, Lindt and Bacardi.

 

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