STRATEGY

The Choice 2017 is an evolution from the previous year's digital campaign featuring a PIN-on-pack activation that allowed Sleeman fans to make a simple choice; take a small prize - in this case, a deck of playing cards, or give it up completely for the chance at something bigger. It taps into the brand's core values of being 'notoriously good', their risk taking histories with bootlegging, and just being generally badass.

EXECUTION

The result is an interactive card matching game that users can play after the purchase of a specially marked pack of Sleeman Original Draught. Players could win a trip for two return anywhere in Canada +10k cash as-well-as thousands of other Sleeman branded prizes  including fridges, barbeques, headphones, and clothing

My Role: Art Direction, Creative Concepting, U/X Design, Production Design