The campaign is built around the idea that cracking open one of OSB’s beers can immediately transform drinkers into an “Okanagan-ready” version of themselves. The digitally-focused campaign includes 30, 15 and 6 second video ads, as well as in-feed social and interactive Instagram Stories that make use of the tapping functionality. The campaign also includes product-specific ads that transport viewers to different Okanagan landscapes inspired by each type of beer.