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Since 1926, Old Style Pilsner has built up a diehard following in Western Canada. They love the beer and its eclectic, illustrated label so much, they’ve taken to calling their home “Pil Country”. We were tasked with creating a promotion that would get Pil fanatics even more excited about their beloved beer, while introducing a new audience to Pil Country. And since everyone loves money, and every “country” needs its own, we decided to create an actual currency and spread it across Western Canada. The idea? Whoever collected the most would become the first Pil-ionaire. This series of quirky online vignettes use Old Style animation and characters from the label to explain and promote the campaign.