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Anthony Chelvanathan, art director
Steve Persico, writer
Lisa Greenberg/Judy John, creative directors
Judy John, chief creative officer
Gladys Bachand, producer
Leo Burnett Toronto, ad agency
James Ready, client
For years, every James Ready Beer came with a message under its cap. These messages are part of the brand and something our drinkers look forward to. But on June 2nd, 2010 the caps went BLANK! It was a big time screw up. Within days, we started getting e-mails and letters from drinkers. We saw this as an opportunity and launched The James Ready Blank Cap Recall. If you send us back your blank caps, we'll send you 'something' from the brewery in return. Over 1,000,000 blank caps kept drinkers and us busy.
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