The Really Brief — Week of July 13

July 14

The Ontario Lottery and Gaming Corporation‘s Ontario Racing has launched a new campaign promoting the return of live horse racing, with consumers able to watch and wager via Woodbine Entertainment Group’s HPIBET website and its new Dark Horse app.

The digital-first campaign from Juniper Park\TBWA (which created last year’s “Break the Routine” campaign) was quickly assembled to take advantage of Ontario Racing’s ability to fill the void left by the absence of live sports before they return later this month.

The campaign is comprised of “no-nonsense” six-second pre-roll, complemented by 15-second ads on Spotify, digital display and social posts. All of the creative drives to the newly redesigned Ontario Racing website, which introduces HPIBET and Dark Horse. The site was redesigned by Juniper Park\TBWA design studio, Le Parc Design.

Labatt Breweries of Canada has partnered with Live Nation Canada to create a new online comedy series in support of its Mike’s Hard product. The five-part series debuts today on the brand’s YouTube channel, with four additional weekly episodes.

Each 15-minute episode will feature “globally recognized comedians” asking and answering rapid-fire questions related to the Mike’s Hard product, such as “7 questions with 0g of sugar coating” and “Your hardest laugh and hardest lemon.”

Todd Allen, Labatt’s vice-president of marketing, says that comedy has been a “long-time passion” for the Mike’s Hard brand. “We always want to find new ways to connect with our consumers in ways that bring value, so we hope this lighthearted comedy series will be the first of many laughter-filled campaigns to come,” he said.

Faulhaber Communications, a Toronto boutique PR agency that specializes in lifestyle brands, has added two new clients to its roster: Vancouver’s Sheringham Distillery and the non-alcoholic spirit brand Lumette.

Faulhaber will oversee media and influencer for Sheringham across Canada and California, where the brand is set to launch. For Lumette, the agency worked with FSTOP Studios on a (physically distanced) content shoot, and will provide the brand with services including social media strategy, influencer and media relations.

“One of our core values here at Faulhaber is entrepreneurial spirit and we are honoured to once again venture into the beverage world with fellow innovators Sheringham Distillery and Lumette!,” said CEO/owner Christine Faulhaber.

Faulhaber is also currently offering free PR consultations to businesses in need during the COVID-19 crisis, expanding on its new senior strategy consultation service FConsults, which launched earlier this year. The agency also partnered with Toronto agency Blackjet and its production arm Impossible Studios on a new initiative called #CreativityForGood providing free PR and marketing support.

Chris Powell