The world according to Tibi.

CHALLENGE

For its 10th anniversary, La Bittt à Tibi wanted to mark the occasion while putting its new packaging front and centre. In a category dominated by big brewers and familiar advertising codes, the challenge was to stand out with a campaign as distinctive as the brand itself, true to its regional character, humour and Abitibi pride.

OUR PERSPECTIVE

La Bittt à Tibi already carries a piece of Abitibi culture in its name, along with a nod to the world of Raôul Duguay. We took that idea further by turning “Tibi” into a language of its own. Familiar words, expressions and cultural references were twisted and reinvented through the brand’s unique lens. A playful use of language that celebrates both its roots and its irreverence.

SOLUTION

A simple, direct OOH campaign where a few words say it all. “Carpe Tibi,” “Veni, vidi, Tibi,” “Tibi or not Tibi,” “Tibi phone home”: each twist puts the new packaging front and centre, paired with a line that serves as an invitation to discover the beer.