LandShark’s First Canadian Campaign Captures the Ultimate Summer Vibe
The Garden’s “LandShark Was Here” campaign marks the debut of the island-style lager in Canada
LandShark’s inaugural Canadian campaign invites Canadians to escape the monotony and mundanity of daily routines by adopting a “vacation mindset.”
Originally created in 2006 as the house beer for Margaritaville, the legendary Florida resort founded by Jimmy Buffet, LandShark lager has always been about embracing good vibes. Now, LandShark is making waves in Canada with its vibrant and playful new campaign, “LandShark Was Here.” This island-style lager is all about capturing the carefree, off-the-clock feeling, where every moment is like a mini vacation. Whether you’re chilling on the beach or just kicking back after a long day, LandShark is the perfect accompaniment.
Housed under the new brand platform “Escape the Mundane,” the campaign positions LandShark as a beer capable of helping people escape the predictability of their typical wake-up-work-eat-sleep routine by evoking the carefree feeling of being on vacation, when they’re more open to letting loose and embracing spontaneity.
“LandShark’s manifesto is not about just getting through stuff; it’s about taking that extra step to turn the mundane into the legendary,” said Catherine Witkowskyj, Senior Brand Manager at Carlsberg Canada. “Since Canada isn’t exactly known for its white sandy beaches, we needed to find our own unique way to champion the vacation state of mind—by enticing Canadians to swim beyond the shallows and embrace the unexpected.
“The new ‘LandShark Was Here’ campaign demonstrates the brand’s legendary energy and vacation mindset, while highlighting our distinct brand assets like the circling fin and unexpected shark bite. We are thrilled to see how well this new campaign is resonating with a new youthful audience across Canada.”
The campaign was created by Toronto agency The Garden, which won the Carlsberg Canada business earlier this year.
“Lately, people feel that the grind of daily life has become a predictable ‘wake up, work, eat, sleep, repeat’ routine,” said Delaney Brough, Project Lead at The Garden. “Our new ‘LandShark Was Here’ campaign is crafted to evoke a much-needed sense of escape and spontaneity, capturing the essence of truly unwinding and enjoying life. This campaign aims to build affinity with Canadian beer drinkers who crave moments of genuine relaxation and joy.”
The campaign is running across Ontario and Quebec through Sept. 15 using digital out-of-home, display, social, TSA and a streetcar wrap. Media for the campaign was handled by dentsu Media.
“This was an incredible project to bring to life for LandShark,” said Katrusia Nebesio, Planning Supervisor at Dentsu, who handled the media buy. “With Canadians enjoying patio season, the strategic digital and OOH media placement further amplify the attention-grabbing creative, reaching fun-loving, highly social Canadians in their late 20s and early 30s in unexpected ways.”
With the creative integration of a shark bite, the campaign imagery shows how LandShark encourages Canadians escape the mundane by showing people in their everyday routine like lounging on their couch, lying in bed, or sitting at their office desk, and transforming them into hanging out at the cottage or relaxing in a pool — activities we think of when in a vacation mindset.
The campaign imagery is being supported by an audio ad running on Spotify which features a “lifeguard” blowing his whistle and calling out “LandShark,” urging everybody off the couch to save themselves from another dull Saturday night in.
About Carlsberg Group:
Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 30.000 employees, and with a presence in more than 125 markets, the Group has a purpose of brewing for a better today and tomorrow. Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society. For further information, visit carlsberggroup.com
About The Garden:
The Garden, one of Canada’s top independent creative and strategy agencies, is driven by the belief that brands should focus less on the impressions they buy and more on the impression they make. Through a highly strategic and holistic approach to creative problem solving and design, The Garden is committed to helping companies build more emotionally connected relationships with their customers – because every brand deserves to be loved. This philosophy has proven its effectiveness over the past decade with compelling work for well-loved brands like Samsung, Rakuten Kobo, Carlsberg, Sodastream, Roots, Jack Astor’s, Bioré, Fitzrovia, and appliance retailers Tasco and Goemans. To find out more, visit the.garden.
Credits:
Campaign Title: LandShark Was Here
Brand Platform: Escape the Mundane
Client: Carlsberg Canada
Brand: LandShark
Marketing Director: Chad Abdo
Sr. Brand Manager: Catherine Witkowskyj
Design Lead: Colin Duerrstein
Media Agency: Dentsu
XM: Vibrant Marketing
Brand Platform: Haines McGregor
Agency: The Garden
Chief Creative Officer: Shane Ogilvie
Art Director/Creative Director: Bruce Harris
Writer/Creative Director: Brandon Tralman-Baker
Design Director: Adriana Ivory
Studio Director: Jamie Morren
Group Strategy Director: Jenn Kittmer
Business Leads: Kendell Edney, Tal Bolin
Project Lead: Delaney Brough
Photographer: Clay Stang
Assistant: Tessla Stuckey
Hair & Makeup: Aniko Tar
Propping: Scott Christy
Wardrobe: Julia DeBartolo
Propping Assistant: Eleanor Jones
CGI Artist: Brad Pickard
Retoucher: Brandon Dyson
Animation Artist: Kathy Tidy
Talent:
Max Farber
Aaron McQuaid
Emily Weir
David Robyn
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