Bronze


Rickard's Red

There is really only one red beer that comes to mind, and thatís Rickardís. Trying to capture drinkers who are consciously looking for a brand outside the mainstream, the platform of "A Shade Different" positions Rickardís as a beer that extends them beyond their usual range.
The campaign glorifies the distinctive red colour and uses a visually arresting graphic depicting invisible foam-laden draft glasses to instill intrigue and desire.
Outdoor and entertainment weeklies combined with extensive in-bar washroom advertising, point-of-sale and merchandising added support.


Rickard's Red


Rickard's Red



| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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