Partake - Not a moment wasted - brand campaign and behind the scenes 2024 (Canada)

New campaign by Hard Work Club positions Partake as the go-to non-alcoholic brew for those who want to drink for the moment and live with “no moments wasted.”

Partake, a leading Canadian non-alcoholic beer brand, is rolling out a new brand platform and campaign, “Make It Happen,” inviting people everywhere to live with “not a moment wasted.”

Created in collaboration with Toronto agency Hard Work Club, the new campaign combines live-action footage, 2D, and CGI animation to promote Partake's ethos of living life without compromise.

The new campaign, launching in Canada and the U.S., aims to empower individuals—especially urban millennials—to balance their busy lives with moments of joy, spontaneity, and achievement. The creative celebrates those who turn challenges into opportunities, whether it's an early workout, a late night out, or pushing artistic boundaries. With low-calorie, non-alcoholic brews, Partake allows people to enjoy life’s pleasures without compromising their larger goals and ambitions. The creative approach, featuring hand-crafted collage-style effects, was intentionally chosen to reflect the “maker” aspect of the strategy and messaging.

“Partake’s philosophy is about more than just enjoying a great drink; it’s about having the courage to make the most of every moment,” said Sara Ross, VP of Marketing at Partake. “We wanted this campaign to resonate with those who are not just living life, but truly owning it. Whether running a 5K at dawn or creating something extraordinary late into the night, Partake is there to help you make it happen.”

The campaign harnesses the creative energy of vibrant arts scenes. It features a hero video created by Hard Work Club and Studio Feather that showcases entrepreneurs and creatives who embody the brand’s spirit of resilience and exploration. The visual identity is a mix of energetic moments and authentic yet polished portraits of individuals pushing their limits.

“Our audience is really looking to define their own terms, to have a good time while staying true to who they are and what they want to achieve,” said Meghan Kraemer, Co-Founder and Executive Creative Director at Hard Work Club. “Our campaign and the Partake ethos declares that you can ‘drink for yourself’ and do all the things you set out to, without alcohol holding you back.”

The campaign runs across Canada and the U.S. through October, leveraging a mix of digital out-of-home, social media, wild postings, and an engaging online presence. Partake handled the media buy internally.

Here is also a nice "behind the scenes" for us, that show how this visual feast was created.

Title: Make It Happen
Client: Partake
VP Marketing: Sara Ross
President & CCO: Evan Cohen
Head of Creative: Mišel Saban

Agency: Hard Work Club
Co-Founder & Executive Creative Director: Meghan Kraemer
Co-Founder & Brand Strategy and Growth: Cameron Stark
Senior Producer: Lindsay Hann
Senior Designer: Priya Mistry
CD, Copywriter: Max Sollisch
CD, Art Director: Mike Kohlbecker
Director of Client Success: Emma Pratt
Director, Project Management: Cecilia Hui
Studio Manager, Production Designer: Amanda Braun

Production: Zinc Production
Photographer: Luis Mora
Line Producer: Kathi Ziolkowski
BTS Content Videographer: Omari Burke

Motion + Colour: Studio Feather
Creative Director: Julian van Mil
Editor & Lead Motion Designer: Justin Wotherspoon
Senior Producer: Bronte Jovevski
Executive Producer: Sara Windrim
VFX & Motion: Sean Douglas, Karol Kisiel
VFX Assistant: Riley Lindsay
Colorist: Kevin Wu
Colour Assistant: Dima Chu

Audio: Beacon Street Studios
Principal, Composer: Andrew Feltenstein
Principal, Composer: Danny Dunlap
Principal, Composer: John Nau
EP, Head of Production: Leslie DiLullo
Producer: Julia Giambona
Sound Designer, Mixer: Rommel Molina
Assistant Mixer: Anthony Ngyuen
Executive Producer, Mix & Sound Design: Kate Vadnais