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BUD LIGHT (LABATT)

Created for Canadian distributor Labatt Breweries of Canada, the Bud Light Institute is dedicated to providing ingenious solutions to everyday chores and responsibilities so guys (25 to 35) can get out with their buddies more often. This year Downtown Partners continued to bring the Institute to life with a set of 12 greeting cards made for guys. So far, 3,000 sets have been ordered from www.budlightinstitute.ca. In keeping with the Institute's mission, Downtown Partners also designed a direct-marketing piece themed around a "Romantic Poetry Kit for Guys." And this year, regional radio targeted 36 cities across Canada with the Institute's message. The campaign continues to be so successful that Labatt was chosen as Strategy's Top Client Overall in July 2003.

Television

History

Greetings

Radio

Local Heroes Kelowna	Local Heroes Victoria
Exchange	Distract Saint John
Divert Prince George

Out Of Home

Cheers Pack	Anniversary
Phat	Sorry
Valentine	Weekend