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Top 6: February 6th 2013

LCBO: The Gentlemen's League Configurator

Top 6: February 6th 2013
Cossette Toronto and the LCBO (where people buy alcohol in Ontario) have launched the Gentleman's League Configurator which at the push of a button, a new, ornately-designed web tool helps to plan a guys night in during the cold winter months.

The Gentlemen's League Configurator is an experiential website that helps men plan parties in a simple yet gentlemanly fashion.

The Configurator allows users to choose from a variety of premium mixed drink and customised dining options suitable for all fun and good-naturedly social occasions. They can then email their party ideas to friends.

"We wanted make it easy for young male drinkers to come up with a reason to invite their friends over," says Chad Borlase, Creative Director, Cossette. "January is a month when people generally stay in, so we wanted to create a fun and functional way of coming up with premium drinks and food pairing ideas that require minimal effort.Designed and illustrated digitally in a turn-of-the-century steampunk style, the Configurator features cleverly worded drink recipes, dining suggestions and invitations delivered in an ornate lettering and scripted reminiscent of the turn of the century. The Configurator was an instant success."

In the first 13 days of the campaign, it had 4,083 unique visitors who spent an average of four minutes and 25 seconds with the tool. Additionally, 85.5% of all users chose to 'configure' a premium night in with friends.The Configurator is being promoted with online display advertising and social media outreach throughout January.
Credits Other credits

VP Digital: Tim Dolan

Brand Director, Digital: Chris Dyck

Director, Digital Production: Pralad Rao

Senior Project Manager: Amber Adam

Senior Interactive Architect: Scott Garson

Web Developer: Dylan Scott

Web Developer: Christina Habberjam

Interactive Designer: Erin McGuire

Interactive Designer: Pavel Gorin

QA Analyst: Kate Roberts

Senior Web Developer: Jaswinder Rattanpal

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