LCBO / Holiday 2012 Free Standing Insert
LCBO / Italy Free Standing Insert
LCBO / The Canadian Whisky Glass
LCBO / The Trend Report Retail Promotion
Photography Art Direction
This retail promotion for the Liquor Control Board of Ontario [LCBO] features the latest trends in beverage alcohol. Designed to appeal to social urbanites who love experimenting with new products and entertaining, this integrated campaign was stylish from its chic "magazine" advertising insert to the store P.O.P. signage.
The magazine gave customers an exciting look at must-haves, top trends, local hot spots and culinary heroes, style-setting products and new cocktail recipes.
At retail, a hot fuchsia colour popped against the busy and cream-coloured store interiors, while products on end aisles and in display pods were supported with editorial-like “magazine spreads” boldly featuring product trends and new uses.
The promotion helped drive increased sales of new products and some established products by introducing new ways of enjoying them.
Editor & Copywriter / Trish Snyder
Photography / Brian MacDonald, Rob Fiocca, Stacey Brandford
LCBO / Holiday Packaging
For many years, Oxygen has designed a variety of holiday gift bags and bottle boxes, gift wrap and gift cards for the Liquor Control Board of Ontario’s retail stores.
LCBO / Find Your Flavour Website
The Liquor Control Board of Ontario [LCBO] wanted to change its customers’ perception of liqueurs as being pricey and sweet liquor cabinet dust collectors by having an in-store and online four-week promotion that would demonstrate the versatility of the product. The LCBO was showcasing liqueur-based beverage recipes and had partnered with widely respected Dufflet Pastries to feature how liqueurs were used in fabulous desserts. We were hired to develop the online portion of the promotion.
Using the established promotion name Find Your Flavour, we developed an online “Flavour Finder” tool. The user began a liqueur discovery experience by choosing a flavour colour from a large palette and a flavour personality from a selection of tastes, appealing to his senses in the process. The Flavour Finder then produced a flavour profile and took him to a matching cocktail. The user was shown the recipe and liqueur required to make it, along with a dessert made from the same. In addition to this playful tool, the user could choose from 15 established flavour profiles to help him find a liqueur that appealed to his taste preference. For those who love Dufflet’s, an entire section was devoted to dessert recipes. Liqueur sales increased significantly during the promotion period.
Development / Spotfrank
LCBO / Holiday Website
Mobile Site Design
The Liquor Control Board of Ontario’s [LCBO] Holiday site was designed as a cross-section of gift ideas, entertaining tips and recipes, all wrapped up in a user-friendly interface. The site offered the user visual inspiration with big, beautiful photos of festive food and cocktails, and instructional decor videos. Interaction rich, it provided solution-based features such as a multi-option Gift Finder, a customizable Holiday Wish List, and printable Shopping List and Cocktail & Food Recipes. The user could add to her personal calendars through a Holiday Planning Calendar, share the site with her network and join the LCBO Facebook page. The Experts’ Picks section showed the season’s highly recommended products, one more feature that intended to take the work and the overwhelm out of holiday shopping.
The site features included sliding navigation, multi-language capability, video and calendar integration, a Drupal CMS, live inventory and price synchronization.
Development & Programming / Ad Pioneers
LCBO / Whisky Soul Retail Promotion
Magazine Development & Design
Photography Art Direction
The Liquor Control Board of Ontario [LCBO] wanted to create an emotional appeal to a new generation of whisky drinkers by reaffirming a connection between whisky and music, while remaining socially responsible in age demographic appeal.
Great music, like great whisky, is layered, complex and genuine. Each genre has its own inherent spirit and it is this depth and outward display of authenticity that makes whisky and music a soulful duet. This was the premise of our integrated retail campaign, Whisky Soul.
Rich, textured photos of musicians and finely crafted instruments played backdrop to whisky pours and mixed drinks, projecting a sophisticated yet approachable image for the amber spirit throughout store P.O.P. and in a magazine-style FSI. A masculine colour palette and type style, along with smooth, casual copy, kept this a guy’s-guy kind of campaign.
On top of extensive P.O.P elements, Oxygen developed and designed a Whisky magazine, featuring Canadian crooner Matt York, Scottish rock star distiller Jim McEwan, Canadian whisky heroes, new whisky products and drink recipes, local soul bar The Emmet Ray, and many more articles of interest for the whisky-curious.
Oxygen also developed a campaign contest in which entrants uploaded their rendition of a Matt York song for a chance to win studio time with a renowned producer, record a track, get a session with an industry publicist, and receive a professional photo shoot. Whisky sales during the campaign exceeded projections.
Editor / Dré Dee
Copywriting / Dré Dee, Cam Taylor, Cynthia David
Photography / Mark Burstyn, Yvonne Duivenvoorden, James Tse
LCBO / Hot City Cocktails Brochure
Recipe Book Design
Photography Art Direction
One hot summer, Oxygen created an integrated cocktail promotion for the Liquor Control Board of Ontario [LCBO]. Named HOT CITY COCKTAILS, the promotion featured the latest and hippest cocktails from some of the world’s trendiest bars. As part of the promotion, we created a sexy wiro-bound book of cocktail recipes, photos of the bars that inspired them, and bartender tips and tricks.
Luscious photography, easy-on-the-eyes typography and simple instructions incented customers to experiment during this summer promotion. The book still rests between recipe books in many homes across Ontario, and we’re happy to say, product sales were hot for this promotion.
Cocktail Photography / Colin Faulkner