This Toronto Agency Skipped the Product Placement and Released a Feature Movie

Kokanee beer's entire ad budget


Who Clockwise from top: Partners (creative) Rich Pryce-Jones, David Crichton, Randy Stein, Scott Dube; Bob Shanks, managing partner, business; David Chiavegato, partner, creative

What Advertising agency

Where Toronto offices

Every copywriter wishes he or she was a screenwriter. For a few creatives at Grip Limited, the dream actually came true. Earlier this year, the agency released The Movie Out Here—a crassly comedic 92-minute feature film sponsored by Kokanee beer. The A-B InBev brand put its entire annual ad budget behind the film, which opened in 30 Western Canadian theaters. While Kokanee may be a regionally sold beverage, Grip Limited isn’t small-time—the 10-year-old shop also does global digital work for A-B InBev’s Stella Artois, and has lead Canadian roles on blue-chip brands like Honda, KFC, Expedia, Lindt and Bacardi.


@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: April 25, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT