For several years, DBC has helped to brand The Original Canal's as the no-frills, discount beer, wine and liquor retailer in South Jersey. Typically, this consists of outdoor advertising, newspaper inserts and the occasional radio spot. But in early December, Canals discovered some unused funds in their marketing budget. DBC suggested they add television to help spread their message to a wider audience. Original Canal's was on board, but was it possible to create a TV campaign in time for the holidays?

By bringing much of the creative in-house, DBC was able to write, edit and produce four 15-second TV spots in just a few days. Focusing on the theme, "Get in the spirits", DBC turned animated bottles into spokespeople and put them into the ridiculous scenarios that people face during the holidays. Self-producing the posts also diverted the majority of the budget toward the media buy, where the 15-second spots bookended the commercial breaks on everything from SportsCenter to It's Always Sunny in Philadelphia. You can view all four spots at www.youtube.com/TheOriginalCanals. And for more on the entire campaign, visit www.dbcworks.com.