Labatt Blue

The overall beer category benefit is fun. Listening as consumers told stories of their most memorable fun times, we struck on a powerful insight: the best kind of fun was unexpected, unplanned and spontaneous. This is where the "Out of the Blue" strategy for Labatt Blue was born. The creative resonated with Blue's young, hip target group. Equally important, its strategic foundation was inextricably linked to the brand.

QuickTime 4 movie

| Gold: Palmer Jarvis DDB | Silver: Ammirati Puris Lintas | Bronze: Young & Rubicam |
| Finalists: BBDO Canada   Gee, Jeffery & Partners   Holmes & Lee   Ogilvy & Mather   TAXI Advertising & Design |
| Judges: Creative   Strategic |

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