James Ready, a brand of lager brewed in Niagara Falls, Canada, is known for its discount prices, selling for a buck (one dollar). The Ontario Province raised taxes on alcoholic beverages, threatening to take the cost of the beer above a dollar. Leo Burnett Toronto worked with the company to keep customers connected to the brand by enlisting them in the design of billboards. Phase one involved uploading images to the James Ready web site, jrbillboard.com. The second phase rolled out the public messages of support on billboards, with the message, “Thanks (name) for keeping J.R. a Buck”.
The Share Our Billboard campaign was developed at Leo Burnett Toronto, Canada, by chief creative officer/creative director Judy John, creative director Israel Diaz, creative group head/art director Paul Giannetta, copywriter Steve Persico, creative group head/copywriter Sean Barlow, account supervisor Natasha Dagenais, producer Kim Burchiel, art buyer Leila Courey, art directors Anthony Chelvanathan and account director David Buckspan.