James Ready: WEDDING

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: JAMES READY

Product/Service: JAMES READY

Agency: LEO BURNETT TORONTO

Date of First Appearance: May 1 2010

Entrant Company: LEO BURNETT TORONTO, CANADA

Chief Creative Officer: Judy John (Leo Burnett)

Creative Director: Judy John (Leo Burnett)

Creative Director: Israel Diaz (Leo Burnett)

Group Creative Director: Sean Barlow (Leo Burnett)

Group Creative Director: Paul Giannetta (Leo Burnett)

Copywriter: Steve Persico (Leo Burnett)

Art Director: Anthony Chelvanathan (Leo Burnett)

Copywriter: Sean Barlow (Leo Burnett)

Art Director: Paul Giannetta (Leo Burnett)

Print Producer: Gladys Bachand (Leo Burnett)

Group Account Director: David Buckspan (Leo Burnett)

Account Director: Natasha Dagenais (Leo Burnett)

Account Executive: Jordan Lane (Leo Burnett)

Media placement: Wedding Invitations - Direct Mail - March 2010

Media placement: Ceremy & Reception - Live - May 1 2010

Media placement: Center Pieces - Ambient - May 1 2010

Media placement: Cufflinks - Ambient - May 1 2010



Insights, Strategy & the Idea

The recession struck and people weren't living so comfortably. So we launched a campaign to help our drinkers anyway we could. One request was to help a young couple get married. So we decided to throw them a JAMES READY wedding.



Creative Execution

The JAMES READY Wedding was a wedding the beer paid for and supplied a JR inspired cake, invitations and decorations for. When word spread about what JR was doing the brand became a hero of sorts.



Results and Effectiveness

The wedding went off without a hitch. The bride and groom were happy and every one at the wedding became life long fans and drinkers of JAMES READY.