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LABATT | DRAFTLINE YYZ: Image

CONTEXT

draftLine is the in-house award winning creative agency of Labatt Breweries of Canada (the largest brewer in Canada with a total volume share of 46% for beer). I interned as a Creative Copywriter for the summer of 2021. My projects consisted of about 40% copy and 60% around campaign ideation. The brands I was assigned to work on were Corona, Goose Island, and Stella Artois but was fortunate to be able to work on Budweiser, Mill St., and Brickworks as well.

LABATT | DRAFTLINE YYZ: Headliner
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BRAND ACTIVATION

FLIGHT & RETURN /

FLIGHT RETURN 709

During my internship, I wanted to pitch a campaign idea that tackled the new complications consumers were facing during reopening after the third wave of covid. I saw an opportunity to solve the pain points our consumers experienced, while tapping into the brand's key occasion. 

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LOYALTY PROGRAM

THE GAGGLE

(GOOSE ISLAND)

My major project assigned for the summer was to help build the consumer experience for Goose Island's loyalty program - The Gaggle.

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CAMPAIGN

CONTENT PLAN

CORONA OFFICER
OF NATURAL WONDER

Corona hired a content creator to travel across Canada in a van to explore the natural beauty in our own backyard. I developed the 4 week social media content plan to generate awareness for the journey to come. 

LABATT | DRAFTLINE YYZ: Projects
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CREATIVE COPYWRITING SAMPLES BELOW

LABATT | DRAFTLINE YYZ: Welcome

MILL ST'S NEW ORGANIC IPA & PILSNER

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LABATT | DRAFTLINE YYZ: Portfolio

FATHER'S DAY X HYR
WITH STELLA ARTOIS

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LABATT | DRAFTLINE YYZ: Portfolio
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