Who: Sleeman Breweries and One Twenty Three West.

What: “Why not make it 2.0?” a national campaign for the brewer’s low-calorie light beer, Sleeman Clear 2.0.

When & Where: The campaign broke this week in English and French, with campaign elements including TV, YouTube, and social. It’s part of a broader campaign for the brand that will include promotion for Clear 2.0 Peach later this month.

Why: Sleeman has well-established credentials in the low-carb beer category, having been the first Canadian brewer to market a low-carb offering during the Atkins diet craze of the 2003. Nearly 18 years later, Atkins has given way to the similarly carb-obsessed keto diet, but the category is now crowded with entrants. The campaign is aimed at helping Sleeman stand out.

How: The spot shows a group of friends who decide to “2.0” a typical game of cornhole (or bag toss, if you prefer), making it even more fun by adding increasingly nutty variations, from golf clubs to a drone and an old-timey catapult that wouldn’t have looked out of place during a castle siege.

“Beer is a tough category to stand out in, so we wanted to go big and aspirational with unexpected, inventive scenes,” said John Larigakis, creative director at One Twenty Three West. “Our hope is that the spot makes you want to get out there and 2.0 whatever you’re doing.”

And we quote: “The notion of 2.0’ing something resonated quickly with us, and of course we loved the link to the product’s name.” —Dana Brochu, director of marketing, Sleeman Breweries Ltd