North American Breweries has shifted creative responsibilities for two brands to Ammirati after a review. The New York shop will take on Labatt beer and Seagram’s Escapes, a line of fruit-flavored malt beverages that launched in 1985. Ammirati succeeds the Toronto office of Publicis on the assignments.
Not content with the traditional advertising methods of TV spots and simple product placement in movies, Canada's Labatt Brewing is financing a feature-length film through its Kokanee brand. The film is called The Movie Out Here, and it's a buddy comedy written by Kokanee's ad agency, Grip Limited.