Can you guess who’s old enough to buy alcohol?
The LCBO, one of the world’s largest liquor retailers, needed to raise awareness for their policy of checking the ID (or carding) anyone who looks under 25 years old. So to show customers why the LCBO never guesses, we put them behind the register and asked: card or not? The mobile and digitally-lead initiative let viewers guess the ages of people aged 16-30, showing that it’s harder than it looks, and the only way to be sure is to ask for ID. / +2.5 Million visits to CardOrNot site / +300,000 unique engagements +96% would have sold to at least one minor
AWARDS & RECOGNITION
cma awards gold
cma awards gold
advertising & design club merit
marketing awards finalist
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mobile : digital : interactive : social : direct : press : out of home
