AD AGENCY’S CAMPAIGN
Something to Shout about
Freedom 35! She’s a decent plan, boys — and a Windsor ad agency helped make it happen for the crew from Sunnyvale Trailer Park.
Walkerville’s Shoutabout Creative Agency was behind the brand design of Freedom 35 Lager: the new official beer of the Trailer Park Boys.
“We pitched the name, we did all the can design, and we did the design for the case as well,” said Dean Scott, who worked on the brand with creative partner Rick Santarossa.
Scott and Santarossa previously worked on the promotional campaign for the Trailer Park Boys’ official spirit, Liquormen’s Ol’ Dirty Canadian Whisky.
The Trailer Park Boys commercial empire was so pleased by Shoutabout’s efforts, that it enlisted Scott and Santarossa to develop the beer brand.
Scott said the idea for the name of the lager came from an episode in the second season of the television series: Freedom 35 was one of Julian and Ricky’s questionable retirement plans, involving selling hash to prison guards for big profits.
Ironically, Scott said the goal was not to present Freedom 35 Lager as a wild, out-of-control product. “We wanted something that would be approachable. It’s something to drink while watching the hockey game, or kicking back with friends, or eating pepperoni.”
Along with an image of the immortal trio — Ricky, Julian, and Bubbles — the silver cans carry a promise of “crisp, refreshing” beery goodness “from the heart of the park.”
“Don’t let the liquor do the thinking!” the can advises.
As for the contents of the can, it’s a five per cent alcohol lager with a light and malty taste, brewed in Guelph. Available now in 473 mL cans at your local LCBO.
An official launch event will be taking place on Thursday at the Queen’s Quay LCBO in Toronto, with Ricky, Julian, Bubbles, and Shoutabout Creative Agency in attendance.
For Shoutabout, Freedom 35 Lager is the culmination of about six months of brand development. “We’ve been kind of waiting at the edge of our seat, waiting for it to come out,” Scott said.
“When I found out it was at the LCBO yesterday, I rushed out there immediately to go pick up a case.”