“Hey Bud” Campaign

The KAS Canada team challenged us with a bold task: to create a campaign bold enough to spark cease-and-desist letters from their competitors. From the creation of Doug the Jug — a character willing to call out competitors and prove it “in the jug” — to aligning closely with the client at the field edge, we leaned into the sales team’s real pain points and the market pressures they were facing. By leveraging the simple Canadian phrase of “Hey Bud,” we created a standout moment that disrupted competitors and imitators alike with Doug calling out others and showcasing the facts in the jug and performance in the field.

This was created in collaboration with Curious Plot.

First Place Award in Advertising – Integrated Campaign (Local Division) at the Region 2 Best of NAMA Awards