So. Many. Promotions. Not long after winning the Labatt & Seagram’s accounts, I was in corporate headquarters getting downloaded on past work the Labatt brand had done. About an hour into that meeting, I raised my hand like a kid in school and innocently asked, “Seems like a ton of promo work — but what’s the essence of the brand? Is it hockey? Outdoors? Lifestyle?” The answer was, “yes.” So for the next couple of years we did a ton of promotional work for Labatt. Some around hockey. Some around outdoors. Some around lifestyle. And it’s not easy coming up with original promotions based upon the same tenets a lot of other beers are based upon, but we had a ton of fun trying and produced a ton of fun work.