Labatt draws the line – online

The brewer takes its 'Everything in Moderation' campaign to the web.

The latest phase of Labatt’s ‘Know When to Draw the Line’ responsible-drinking campaign is launching online tomorrow. ‘Everything in Moderation’ will feature leaderboards, skyscrapers and big box ads with static as well as dynamic images of over-the-top scenarios to illustrate the point, including a man tattooed from head to toe, a couple sporting leopard-print unitards, and an overly accessorized tiny dog.

The ads are targeting 19- to 24-year-olds and are featured on Facebook as well as through Google, Casale Media and Tribal Fusion network sites. M2 Universal handled the media buy and Toronto-based Agency59 developed the creative. The ads run through the end of the year.

The campaign also contains a contest element that invites Canadians to post their own over-the-top photos on the Everything in Moderation Facebook page. Starting tomorrow through Aug. 31 users can vote for their favourite, with the winner receiving a trip for two to Las Vegas and $2,000 in spending money. In keeping with the ‘Know When to Draw the Line’ spirit, if the winners return from Las Vegas with $1,500 of their spending money they will win an additional $1,000. The winner will be announced on Sept. 1.