The Liquor Control Board of Ontario (LCBO) is making it easier for young men to get back into the party spirit during the post-holiday season with an ornately designed web tool that resembles a handcrafted prop from an H.G. Wells-inspired movie.
The Gentlemen’s League Configurator is an experiential website that helps men plan parties in a simple yet gentlemanly fashion.
Developed by ad agency Cossette, the Configurator allows users to choose from a variety of premium mixed drink and customized dining options suitable for all fun and good-naturedly social occasions. They can then email their party ideas to friends.
“We wanted make it easy for young male drinkers to come up with a reason to invite their friends over,” says Chad Borlase, Creative Director, Cossette. “January is a month when people generally stay in, so we wanted to create a fun and functional way of coming up with premium drinks and food pairing ideas that require minimal effort.”
Designed and illustrated digitally in a turn-of-the-century steampunk style, the Configurator features cleverly worded drink recipes, dining suggestions and invitations delivered in an ornate lettering and scripted reminiscent of the turn of the century.
“After the Configurator gets fired up, the gauges start moving, dials get popping and steam comes flowing out of the sides,” says Borlase. “It is very user-friendly. You just hit the buttons that allow you to choose from a variety of drink and dining options, and then with one click, send a party invitation to friends.”
The Configurator was an instant success. In the first 13 days of the campaign, it had 4,083 unique visitors who spent an average of four minutes and 25 seconds with the tool. Additionally, 85.5% of all users chose to ‘configure’ a premium night in with friends.
The Configurator is being promoted with online display advertising and social media outreach throughout January, leading up to the NFL Super Bowl, February 3.
Project: The Gentlemen’s League Configurator
Client: LCBO - Liquor Control Board of Ontario
LCBO Marketing Director: Kerri Dawson
LCBO Marketing Manager: Krista Moriarity
LCBO Senior Planner: Taleen Yazejian
Creative Agency: Cossette, Toronto
Chief Creative Officer: Matthew Litzinger, David Daga
Creative Director: Chad Borlase
Art Director: Kenneth Fothergill
Copywriter: Peter Gardiner
VP Digital: Tim Dolan
Brand Director, Digital: Chris Dyck
Director, Digital Production: Pralad Rao
Senior Project Manager: Amber Adam
Senior Interactive Architect: Scott Garson
Web Developer: Dylan Scott
Web Developer: Christina Habberjam
Designer: Eleni Alpous
Interactive Designer: Erin McGuire
Interactive Designer: Pavel Gorin
QA Analyst: Kate Roberts
Senior Web Developer: Jaswinder Rattanpal