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Open & Okanagan Spring Stay Pure


Campaign urges beer drinkers to keep their youthful exuberance

Open & Okanagan Spring Stay Pure

Okanagan Spring Brewery has launched a new campaign to remind beer drinkers to keep the light of youthful exuberance burning bright.

Created by Toronto-based creative agency Open, the campaign effectively demonstrates how Okanagan Spring tastefully embodies the personality of its namesake. Okanagan Spring has been brewing under the 1516 Purity Law since the company’s inception in 1985. The world’s oldest food law, 1516 states that beer must only be brewed using four natural ingredients: barleys, hops, yeast and water. 


“Okanagan Spring wanted to carve out and claim an emotional space,” says Christian Mathieu, partner strategy at Open. "They wanted to forge an emotional connection with their target".


"The Stay Pure proposition supports the west coast lifestyle philosophy which is true to the spirit of Okanagan Spring and truly resonates with our core target," says Rosy Atwal, National Brand Manager, Okanagan Spring  Brewery. 


The new Okanagan Spring Brewery campaign includes TV, digital and OOH. This is Open’s first campaign for the client since winning the account in November 2012.


Campaign Title: Stay Pure
Client: Okanagan Spring Brewery
Director of Marketing: Glen Jessup
National Brand Manager: Rosy Atwal 

Creative Agency: Open
Creative Director: Martin Beauvais
Strategic Lead: Christian Mathieu
Art Director: Tyler Mckissick
Writer: Layton Wu
Project Lead: Christine Macdonald
Agency Producer: Anna Tricinci

Production Company: OPC Family Style
Executive Producers: Liz Dussault, Donovan Boden
Directors: Jon and Torey
DOP: Todd Duym
Line Producer: Ed Callaghan

Editorial Company: School Editing
Executive Producer: Sarah Brooks
Editor: Ryan Hunt
Assistant Editor: Daniel Bochenski

Music Company: Vapor Music
Creative Director: Joey Serlin
Composer: Andrew  Harris
Producer: Natalie Schnurr

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