What happened
In October 2025, Canadian brewery Whistle Buoy launched an Out of Home (OOH) campaign titled “Find Your Courage” — but not in the way alcohol advertising usually does. Instead of celebrating excess or escapism, the campaign tackled the cultural idea of “liquid courage” and the overdrinking often associated with it.
Creative execution and narrative
What makes “Find Your Courage” effective is its cultural insight. The phrase “liquid courage” is widely understood and casually accepted, yet rarely questioned. By tapping into that idea, Whistle Buoy reframed courage as something internal — not something that comes from a drink.
This positioning is particularly powerful coming from a brewery. Instead of pushing consumption, Whistle Buoy reinforced its brand purpose: supporting fun culture, not drinking culture.
Brand purpose over category conventions
Alcohol advertising often leans into humor, indulgence, or rebellion. Whistle Buoy chose a different route — one rooted in self-awareness and responsibility.
By aligning itself with health and public interest values, the brand demonstrated that breweries can actively participate in shaping healthier social behaviors without losing authenticity or relevance. This approach strengthens trust and long-term brand equity, especially among audiences who value balance and conscious decision-making.
The campaign shows that responsibility doesn’t have to be boring — and that courage doesn’t have to come in a can.
Why it matters for modern advertising
“Find Your Courage” stands out for several reasons:
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Narrative depth: An ongoing story with episodic progression keeps audiences engaged over time.
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Cross-medium execution: Merging CGI, AI, and real-world ambassadors creates layered audience touchpoints.
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Cultural relevance: The campaign taps into Gen Z and digital-native interpretations of identity and authenticity.
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Integrated brand experience: From digital universes to avatar styling and experiential retail, the campaign transcends traditional ads.
FAQs about this campaign
What is Whistle Buoy’s “Find Your Courage” campaign?
It is a Canadian OOH campaign promoting moderation by challenging the idea of “liquid courage” and encouraging responsible decision-making.
Who created the campaign?
The campaign was developed by the advertising agency Berlin for Whistle Buoy.
Why is this campaign notable for a brewery?
Because it prioritizes responsible drinking and public interest over encouraging higher alcohol consumption.
What industries does the campaign relate to?
Alcoholic drinks, health, and public interest.
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